Leo Burnett Chicago Delivers Acceptance Speech for McDonald’s

By Erik Oster 

Leo Burnett Chicago launched a new spot for McDonald’s, entitled “Award Shows,” which made its broadcast debut during ABC’s Academy Awards coverage last night.

The spot begins by observing that “The officially allotted time for an award acceptance speech is 45 seconds.” Since McDonald’s advertising strategy seems to be to remind people repeatedly that they now serve all day breakfast (admittedly a big money maker for the chain), the voiceover goes on to ask, “Wouldn’t that be a lot more bearable if it was paired with a montage of delicious breakfast food?” accompanied by said montage. The remainder of the spot sees the chain deliver an acceptance speech of its own. It’s not the only ad this year to play with the acceptance speech trope, as Kohl’s released a campaign featuring recordings of past acceptance speeches delivered in everyday situations. That’s good news if you’re a big fan of acceptance speeches, we suppose, but it makes for pretty unimaginative advertising, particularly when paired with typical food porn shots, as Leo Burnett does here.


Client: McDonald’s
Agency: Leo Burnett Chicago
Campaign: All Day Breakfast
Spot: “Good Morning Oscars”
Executive Vice President Creative Director: John Hansa
Senior Vice President Creative Director: Tony Katalinic
Executive Vice President Creative Director: Britt Nolan
Senior Vice President Executive Producer: Denis Giroux
Senior Producer: Beth Dolnick, Ross Greenblat
Senior Business Manager: Shirley Costa
Senior Talent Manager: Linda Yuen
Executive Vice President, Planning Director: Lance Koenig
Planning Director: Claudia Steer
EVP, Account Director: Catherine Davis
SVP, Account Director: Josh Raper
Account Supervisor: Richard Henderson
Assistant Account Executive : Kris Kaizer
Account Manager: Sue Rickey
Production Company: MacGuffin Films
Director: Kevan Bean
Executive Producers: Gloria Colangelo and Greg Pappas
Post production: Cutters
Editor: Michael Lippert
Flavor Finish: Steve Wood
Audio production: Another Country
Engineer: John Binder / Peter Erazmus
Colorist: Filmworkers
Colorist: Fred Keller
Media: OMD