Ad of the Day: McDonald's All-Day Breakfast Is Here, and People Are Losing Their Minds

McDonald's all-day breakfast launches today, and with it, three new spots from Leo Burnett—to go with one that's already been airing—in which actors deadpan actual tweets and Facebook posts from McD's fans who've been waiting for this day like it's a national holiday. Following McDonald's recent announcement that it would start making breakfast around the clock, Burnett scoured social media for posts—like the one below, from Ryan Smith—that captured the anticipatory joy of wolfing down an Egg McMuffin at any hour. @mcdonalds YAAASSSSSSSSSSSSSSS #alldaybreakfast SOOOOOOOOOOOOOOOO good — Ryan Smith (@Rian_Smyth) September 3, 2015 The agency then stitched the posts into comic spots, where the ebullient exclamations are delivered with amusingly low-energy straight faces. Here are the three new spots launching today (a :30 and two :15s): Meanwhile, this :30 has already been airing: The campaign is much bigger than TV and digital video, and also bigger than Leo Burnett. More spots (in a different vein) are forthcoming from DDB Chicago, as well as multicultural agencies Alma, Burrell and IW. And there is a major social push happening, too. Just this morning, McDonald's began rolling out a bunch of GIFs on Twitter, for example: It doesn't matter how we did it, what's important is that it's here. #AllDayBreakfast Now, join the celebration. pic.twitter.com/62flgZnRcn — McDonald's (@McDonalds) October 6, 2015 When you don't have to set your alarm before 10:30am because #AllDayBreakfast. pic.twitter.com/Z7eMS9Z0Dh — McDonald's (@McDonalds) October 6, 2015 Not sure if we're drooling because #AllDayBreakfast is so delicious, or because this gif is hypno… ti… zzz… pic.twitter.com/QWFbLkWETh — McDonald's (@McDonalds) October 6, 2015 UPDATE: Giphy Studios made the GIFs for this McDonald's campaign. Chris Timmons made the first GIF, and Ethan Barnowsky made this GIF and this GIF. There is also a Giphy Studios page that hosts all of the McDonald's GIFs for fan perusal. Judging by today's exultant tweets tagged #AllDayBreakfast, McDonald's will have plenty of fodder for future spots like the Burnett ones, should they choose to make some. The campaign also hit morning TV today, as the Good Morning America crew enjoyed a McDonald's breakfast—though that stunt felt a little off. It is, after all, still breakfast time right now. Let's see if the nightly news team gets the same treatment. Ha! @tjholmes Ron Swanson'ed and told McDonald's, "give me all the bacon and eggs you have." #AllDayBreakfast pic.twitter.com/uKLGWnC4K2 — Good Morning America (@GMA) October 6, 2015 CREDITS Client: McDonald's Campaign: "All-Day Breakfast" Spots: "We Hear You," "Celebration," "Wuuuuuut," "Sad Face" Agency: Leo Burnett, Chicago Executive Vice President, Creative Director: John Hansa Senior Vice Presidents Creative Directors: Tony Katalinic, Gordy Sang, Brian Siedband Art Director: Jill Solarczyk Copywriter: Leigh Kunkel Senior Vice President, Executive Producer: Denis Giroux Senior Producer: Beth Dolnick Senior Business Manager: Shirley Costa Senior Talent Manager: Linda Yuen Talent Manager: Regina Gomez Assistant Music Producer: Alec Stern Managing Account Directors: Rich Stoddart, Catherine Davis Account Directors: Josh Raper, Jennifer Klopf Account Supervisor: Richard Henderson Assistant Account Executive: E Yiwei Zhu Account Manager: Sue Rickey Executive Vice President, Planning Director: Lance Koenig Planning Director: Anca Rhone Vice President, Senior Attorney: Laura Cooney Associate Director, Commercial Clearance: Sina Martin-Simon Production Company: MJZ President: David Zander Director: Mike Maguire Executive Producer: Kate Leahy Producer: Betsy Oliver Postproduction: Cutters Editor: Grant Gustafson, "We Hear You" Editor: Tom Brassil, "Celebration" Editor: Michael Lippert, "Wuuuuuut," "Sad Face" Finishing Artist: Steve Wood, Flavor Audio Production: Another Country Engineer: Peter Erazmus Colorist: Lenny Mastrandrea, Nice Shoes

Brand Marketing

Ad of the Day: McDonald's All-Day Breakfast Is Here, and People Are Losing Their Minds

Leo Burnett spots capture real, ecstatic social-media reactions

Tim Nudd

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