Macca’s Ditches The Burgers, Dialogue & Restaurants In Eyebrow-Raising New Work
Are all your colleagues scoffing vegan tofu poke bowls and you just want to murder a Big Mac and large fries? Well, you’ll empathise with new work out of the UK that celebrates a good, old-fashioned Macca’s run.
The work of incumbent creative agency Leo Burnett, the work is a surprise in that it features no dialogue, no menu items and no restaurant shots.
Called “Raise your arches” and set to adland’s go-to theme song of choice, Yello’s “Oh Yeah”, the minute-long spot follows a group of bored office workers who decide to brighten their day as the entire floor heads off to McDonald’s for lunch via raised eyebrows designed to look like the brand’s fabled Golden Arches.
It’s a different approach for the brand, but definitely works. Check the spot out below:
Commenting on the ad, Leo’s chief creative officer Chaka Sobhani said: ”An invitation to McDonald’s is an opportunity to put our responsibilities aside and enjoy a little lift. And we hope Raise Your Arches does exactly that, allowing everyone to momentarily let go of life’s pressures and enjoying a Maccers. We were beyond excited to work with the brilliant Edgar Wright to bring this idea to life – from the visual look and feel he creates to what he does with music and choreography, he’s got that knack of making work that grabs your attention for all the right reasons.
“We’re always looking at ways to raise a smile and create big populist entertainment for Maccers and in the hands of Edgar, we hope we’ve created something that does both,” Sobhani said.
Michelle Graham-Clare, senior vice president, chief marketing officer of McDonald’s UK & Ireland, added: “In a challenging time, our ‘Raise your arches’ invitation to McDonald’s provides the nation with a small but much-needed moment to let go and feel good.
“We hope the campaign raises arches and smiles across the country and I can’t wait to see everyone get involved.”
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