Based on the insight that grabbing a McDonald’s is so universal, you can communicate it without uttering a single word. Just “raise your arches”. We’re in an office where this invitation is communicated to everyone, and the entire floor collectively storms out to grab a break at McDonald’s. We never actually get to see the food, no bite and smile! But there are plenty of other details, like the words on the board behind the lady holding a meeting. British filmmaker Edgar Wright directed. You know him from Baby Driver, Last Night in Soho, and Shaun of the Dead – where he perfected scenes synchronized perfectly to music. The choice of music is pretty darn perfect as we haven’t seen this Yello song used so expertly since “The Secret of my success” in 1987.
The McDonald’s logo turns into eyebrows and this animation will be used in-restaurant as well. This fun eyebrow = arches idea is further carried out in Snapchat filters that can be used to invite friends to McDonald’s.
Michelle Graham-Clare, the chief marketing officer for McDonald’s UK & Ireland, said: “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.”