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McDonald's
'Chicken That Hits Different'
15 March 2024 60s
The bird is the word.
by Andrew MacGregor

Those at the top of the fast food chain like McDonald's have watched a proliferation of chicken restaurants in recent times. With a new 60" commercial from agency Leo Burnett and director Tom Speers, the brand insist they have "chicken that hits different".

For a moment we thought Ronald McDonald had cross-bred chickens with heavyweight boxers to rough up the competition. Instead, they mean chicken tasty enough to eat at work, at home, or on the move. Everyone has something to say about their food, but Speers and editor Eve Ashwell have other ideas.

They cut away at just the right moment so characters 'finish' each other's sentences. For example, a young girl in a McDonald's and an office worker on the night shift combine to say, "Touch my nugs and I'll tell Susan from accounts". That's why a McSpicy makes a pregnant woman, erm, pop.

Product Category: Fast Food Restaurants

Territory: UK


agency
Leo Burnett
Snr Creative: Gina Ramsden
Snr Producer: Jennifer Fewster
production
SMUGGLER
Director: Tom Speers
Producer: Claire Jones
EP: Lucy Kelly
editing
The Assembly Rooms
Editor: Eve Ashwell
vfx
Black Kite Studios
VFX Lead: Marcus Moffatt
VFX Shoot S'visor: Jim Radford
color
Black Kite Studios
Colourist: Thomas Mangham
sound
No.8
Sound: Sam Robson

  McDonald's - 'Chicken That Hits Different'


McDonald's
'Chicken That Hits Different'
15 March 2024 60s

The bird is the word.

Those at the top of the fast food chain like McDonald's have watched a proliferation of chicken restaurants in recent times. With a new 60" commercial from agency Leo Burnett and director Tom Speers, the brand insist they have "chicken that hits different".

For a moment we thought Ronald McDonald had cross-bred chickens with heavyweight boxers to rough up the competition. Instead, they mean chicken tasty enough to eat at work, at home, or on the move. Everyone has something to say about their food, but Speers and editor Eve Ashwell have other ideas.

They cut away at just the right moment so characters 'finish' each other's sentences. For example, a young girl in a McDonald's and an office worker on the night shift combine to say, "Touch my nugs and I'll tell Susan from accounts". That's why a McSpicy makes a pregnant woman, erm, pop.

Product Category: Fast Food Restaurants

Territory: UK


agency
Leo Burnett
Snr Creative: Gina Ramsden
Snr Producer: Jennifer Fewster
production
SMUGGLER
Director: Tom Speers
Producer: Claire Jones
EP: Lucy Kelly
editing
The Assembly Rooms
Editor: Eve Ashwell
vfx
Black Kite Studios
VFX Lead: Marcus Moffatt
VFX Shoot S'visor: Jim Radford
color
Black Kite Studios
Colourist: Thomas Mangham
sound
No.8
Sound: Sam Robson

McDonald's 15 March 2024
'Chicken That Hits Different' 60s

The bird is the word.

by Andrew MacGregor

Those at the top of the fast food chain like McDonald's have watched a proliferation of chicken restaurants in recent times. With a new 60" commercial from agency Leo Burnett and director Tom Speers, the brand insist they have "chicken that hits different".

For a moment we thought Ronald McDonald had cross-bred chickens with heavyweight boxers to rough up the competition. Instead, they mean chicken tasty enough to eat at work, at home, or on the move. Everyone has something to say about their food, but Speers and editor Eve Ashwell have other ideas.

They cut away at just the right moment so characters 'finish' each other's sentences. For example, a young girl in a McDonald's and an office worker on the night shift combine to say, "Touch my nugs and I'll tell Susan from accounts". That's why a McSpicy makes a pregnant woman, erm, pop.

Product Category: Fast Food Restaurants

Territory: UK


agency
Leo Burnett
Snr Creative: Gina Ramsden
Snr Producer: Jennifer Fewster
production
SMUGGLER
Director: Tom Speers
Producer: Claire Jones
EP: Lucy Kelly
editing
The Assembly Rooms
Editor: Eve Ashwell
vfx
Black Kite Studios
VFX Lead: Marcus Moffatt
VFX Shoot S'visor: Jim Radford
color
Black Kite Studios
Colourist: Thomas Mangham
sound
No.8
Sound: Sam Robson