Some brands are so familiar they don’t need a logo or words to be recognized. McDonald’s is one of them. In fact, it’s latest spot doesn’t feature any of its signature menu items or discernible restaurants.
The uplifting campaign, created by agency Leo Burnett London, celebrates McDonald’s iconic golden arches—but not in their usual form. Instead, the arches are represented by people playfully raising their eyebrows.
“Raise Your Arches” depicts a group of office workers who conspire to escape work and go to McDonald’s together. Featuring no dialogue, the ad shows the employees making eye contact and smiling at each other across the office floor as they arch their eyebrows—which everyone understands as an unspoken invitation to gather at the fast-food restaurant.
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