McDonald’s Commands Traffic—Without Logos—In Ad Bringing Back Iconic Brows
By Mikelle Leow, 02 Aug 2023
Video screenshot via McDonald’s UK
McDonald’s arches—and no, not the golden ones—are making a return after a wildly successful campaign in January that notably excluded the brand’s logos and burgers.
The latest spot by McDonald’s UK, crafted by advertising agency Leo Burnett UK, once again encourages diners to “raise your arches,” AKA your eyebrows, as a signal to head to the fast-food restaurant.
This time, it centers around a crowd stuck in traffic, an inconvenience that would have ordinarily frustrated the groups. Luckily, there’s a McDonald’s straight ahead, so everyone’s in a happy mood.
The video follows a viral advertisement, directed by British filmmaker Edgar Wright, in which people in an office are shown walking around and raising their brows at their colleagues. There’s no dialogue, no logo, and no food, but viewers get the gist from the human billboards whose facial features have been so cleverly contorted to reference the Golden Arches.
New McDonald's advert:— Nick Walker (@nickw84) January 13, 2023
1) has no "Ba da ba ba ba!"
2) doesn't show any McDonald's food or a restaurant
3) was directed by EDGAR WRIGHTpic.twitter.com/YnmoM2bjg0
Suffice it to say, that commercial proved to be no small fry, so the brand is replicating the recipe with the new Next Stop, McDonald’s, which is also set to Oh Yeah by Yello like the original.
Red and yellow elements are peppered throughout in this less-is-more spot.
Point taken—those fries are worth waiting for.
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