"I'm In"

11 September 2023

60s

A fantastic piece of delivery.

Sometimes, a simple idea is all that's needed. This sparkling commercial for McDonald's – an advertiser at the top of its game – demonstrates how much can be achieved by handing a simple, clever script to hugely talented people. Director Ninian Doff has wisely surrounded himself with other brilliant craftspeople to create a fantastic piece of work. DAVID would particularly like to draw attention to the contribution of Leo King... the Stitch editor would be the first to acknowledge that the director has given him brilliant footage to work with, but he's really made it sing.

The performances are terrific from start to finish. The young woman placing the order holds everything together but each of the various cameos adds humour and charm to the film. Every part of it contributes to a powerful feel-good sensation that helps to cement the idea that a visit to the advertised fast food retailer is a treat... and that using a delivery service to bring the food to wherever you are is even more of a treat!

The relationship between McDonald's and Leo Burnett has been praised by DAVID many times over the years for its consistent delivery of excellent advertising, but seldom has it been as good as it is right now. At a time when the challenge of making advertising that is both effective and entertaining seems to be beyond much of the industry, work like this demonstrates that it can be done... and on a regular basis.

UK

Fast Food Restaurants