Do You Savor These McDonald's Moments?

Of course you do

At this point, it’s obvious that McDonald’s offers a shared cultural experience. Which, in tern, fosters deeper connections between the brand and its customers.

The games we play with burgers and fries unite us. Seemingly frivolous moments matter. Silly rituals say a lot about who we are.

Leo Burnett’s new U.K. McD’s campaign celebrates this phenomenon with a lighthearted focus on stuff such as:

• Transferring pickles to a friend’s meal.
• Dipping fries in milkshakes (your own or someone else’s, all good).
• Using whatever’s at hand as a dinner table.

“Only at McDonald’s shines a light on the special and unique relationship we have with our fans and the many ways they enjoy our food,” says Matthew Reischauer, McD’s marketing director for the U.K. and Ireland. “Everyone across the nation should feel included and be able to see a piece of themselves in the work, in our celebration of those small, everyday moments that make McDonald’s a special part of people’s lives.”

Admit it, when fries are nearby, you can’t look away:

Sure, you could behave this way with BK and Wendy’s, too. But the approach feels attuned to McD’s. These are the Golden Arches, dammit. Long the No.1 chain in the world, with more than a quarter-trillion served since 1940. This place birthed all the tropes; your routines with the beefy, salty, sugary treats began here.

So, the work wins by presenting a slightly exaggerated version of fast-food truth, as tempting and familiar as that last dollop of cheese: