In Leo Burnett’s last ad for McDonald’s U.K., the chain served as a unifier of sorts for two single-and-looking people who didn’t seem to have a whole lot in common. Moving away from the “finding love in fast food” theme, the agency’s newest spot, released today and directed by Sean Meehan of Bold, is all about the kids and their inability to have a bit of family-friendly fun in stuffy British society.
It almost feels like the couple from the first ad found a way to make it work after all–and approximately ten years later, their little Harry just wants to find a place where a kid can be a…you know.
Set to the light piano strains of classic Allan Sherman ditty “Hello Muddah, Hello Fadduh,” the ad positions McD (or, as the French call it, “MacDoe”) as the only spot fit for a guy who’s too big too jump on the bed and too small to ride the roller coaster.
The release tells us that the “Good Times” campaign looks to position the chain as a provider of “the little things that make your day easier,” where a mum and pop can let a young bloke enjoy himself apart from all those rules and restrictions of the adult world.
This is all well and good…but what about the PlayPlace?!
Client – Alistair Macrow, Stephen Hill, Marie Emery, Jo Eskell – McDonald’s UK
Creative Agency – Leo Burnett London
Creative Team – Matt Collier & Wayne Robinson
Creative Directors – Matt Lee & Pete Heyes
Executive Creative Director – Justin Tindall
Agency Producer – Annabel Bennett
Account Team – Simon Hewitt, Rosie Greaves, Ailsa McQuaid, Vicki Sinclair
Media Agency – OMD
Planner (Media Agency) – Chloe Grainger
Director – Sean Meehan
Lighting Cameraman – Sean Meehan
Production Company – Bold
Production Company Producer – Dave Knox and Sam McGarry
Editor – Sam Gunn & Matthew McKinnon @ Whitehouse Post
Post-production – MPC
Post Producer – Amy Richardson
Telecine – George Kyriacou
Flame – Hugo Saunders
Audio post-production – 750mph
Sound Engineer – Sam Ashwell
Music Composition – MPM London