Exhausted new fathers count on McDonald’s

Headshot of Tim Nudd

New parents will appreciate this nicely crafted McDonald's spot in which a haggard father loops through a drive-through over and over, afraid the baby in back will wake up if he stops. The McDonald's worker thankfully doesn't call the police, which is surely what the handbook says. Instead, she takes the guy's burden as her own, delivering him the sustenance he needs to keep going—and extending his sweet reprieve from an indescribable hell on earth. The guy's going to be trouble, though, when he leaves the lot and encounters red lights and stop signs. They could do a similar ad for E-ZPass, whose benefits likewise include not waking up the kid. By TBWA\Chiat\Day. Via Adland.

@nudd Tim Nudd is a former creative editor of Adweek.