McDonald's 'Horizontal Breakfast' Has Legs (Even When Yours Feel Like Lead)

It's time to rise and shine, late-night party people

Here’s one for folks not quite ready to go full tilt, those partiers who can’t lift their heads from the pillow. For them, the world looks … different. Disorienting. Strangely skewed. Confusingly tipped to one side.

McDonald’s positions its breakfast fare as the cure in clever work from Wieden+Kennedy, positing that its hot honey sausage and egg biscuits, hash browns and a Coke will set the world right.

“There’s nothing like McDonald’s Breakfast to help you recover,” says a rep from W+K. “We found that millions of Americans planned to take the Monday after the Super Bowl off from work. Some say it should be a national holiday for recovery.”

“Even if you still have work, your body wants nothing more than to be horizontal. So, we thought, let’s give that opportunity to our fans.”

It’s a simple notion extremely well executed across TV, billboards and social.

Plus, the message applies to virtually any extra-rough morning after. This gives the campaign staying power as the 2026 Big Game experience fades into a guac-and-brew-fueled memory.