While many brands fought for attention during the Super Bowl, McDonald’s targeted the morning after, when millions of Americans nurse hangovers and call in sick to work.
The fast-food giant launched “Horizontal Breakfast” today (Feb. 9), a cheeky campaign from Wieden+Kennedy New York that literally turns its creative on its side to match the posture of exhausted fans still sprawled on their couches.
The campaign taps into a cultural moment: With record numbers of Americans expected to skip work or arrive late the Monday after the Super Bowl, McDonald’s is positioning its breakfast—particularly its hot honey sausage and egg biscuit, hash browns, and a Coke—as the cure for post-celebration fatigue.
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