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McDonald's and Leo Burnett celebrate English weather, something the Brits are usually too drenched and sneezy to attempt themselves. The goal is to convey the role local farms play in supplying the restaurant chain with fresh produce. There's no mention of the counter help those farms provide when they fail after raging hail storms ruin the crops. Here, fist-sized snowflake-asterisks pelt the landscape, numeral icons rain from the sky and huge letters spelling out FOG and MIST rise up from the ground.
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