"World Heist"

23 October 2025

60s

Steal from the best.

Is it possible that the daring theft of the French Crown Jewels from the Louvre in Paris was masterminded by director Ben Dean on behalf of McDonald's? You'd certainly think so after watching this excellent new TVC for the fast food giant which, thanks in part to a brilliant track choice, feels more like a trailer for a new Sky Atlantic series than a piece of advertising.

This marketing strand has traditionally been occupied by variations based on different US cities, but as the situation across the Atlantic becomes ever more unstable and perhaps to avoid the need to promote something called the 'Chicago Resistance Burger' or 'San Francisco Antifa Nuggets', they have opted instead to broaden the idea to encompass the whole world.

That means that they are presenting some new culinary influences, and as that includes adding pineapple into the mix, we use the word 'culinary' in its loosest possible sense. Perhaps the real crimes here are being committed in the 'kitchens' of McDonald's.

Whatever the rights and wrongs of such decision-making, Magna's Ben Dean has landed a doozy by creating a McDonald's ad that doesn't feel like a McDonald's ad... in the best possible way. It will spark interest in the offer and get more punters through the door to satisfy their curiosity about what new offerings they may find. And that, as we never tire of saying, is the name of the game.

UK

Fast Food Restaurants