"Side Missions"

16 July 2025

60s

New objective.

As many gamers will attest, side missions (also known as side quests) often steal the main story's thunder. Take the serial killer strand in 'Red Dead Redemption 2', or 'A Towerful of Mice' in 'The Witcher 3: Wild Hunt'—each takes you away from the main plot but gives so much in return. McDonald's likes to think it makes customers feel the same way in real life.

For this cast of this 60" commercial, the golden arches represent a quest marker that cannot be ignored. All arrows then point to the fast-food restaurant—some travel by car à la 'Grand Theft Auto', others dance there like it's a rhythm game, complete with button prompts. Everyone's different, of course, so detours look like platformers, life simulators, turn-based strategy games, and more.

Whatever genre viewers are drawn to, director Elliott Power and his crew take the utmost care with it. A level inspired by 1981's 'Donkey Kong' not only looks the part, but complements many of the brand's recent commercials set in the office. When the big boss is too much to handle, says McDonald's, embark on a side mission and return with a full stomach (and maybe a Happy Meal toy as a weapon).

UK

Fast Food Restaurants