McDonald’s, in partnership with Leo Burnett, is lighting up the festive season with its Christmas offering, The Gift of McDonald’s. Part of the well-loved Fancy a McDonald’s? brand platform, the fully integrated campaign celebrates those moments when, sometimes, we all need a break from the Christmas chaos, at McDonald’s.
The campaign leads with a 60” film, which follows two parents sitting in their car after a hectic day of checking off their Christmas to-do list and buying presents for their family. When they catch sight of the Golden Arches glowing in the distance, their spontaneous decision to visit McDonald’s is vividly realised through a larger-than-life light show, accompanied by the energetic and unexpected soundtrack of Benny Benassi’s Satisfaction.
As the music crescendos, ribbons adorn the houses, signs point the way to McDonald’s with the phrase ‘Go on, you deserve it’, inflatable Christmas characters line the path, while a tower block building unveils the layers of a Big Mac®. Iconic McDonald’s characters make appearances throughout, lighting up the screen and guiding the parents toward an illuminated McDonald’s drive-thru, where they receive The Gift of McDonald’s, reminding everyone of the joy a well-deserved reward brings amidst the holiday chaos.
The spot, directed by the award-winning Nicolai Fuglsig, renowned for ads such as Sony Balls and Coca-Cola It’s Mine, will make its debut on Sunday (17th November) during the highly anticipated premiere of I’m a Celebrity… Get Me Out of Here! on ITV at 9pm.
The Gift of McDonald’s extends beyond the screen with a nationwide McDonald’s Gift Drop that invites the public to search for ‘hidden’ gift tags across the UK. The tags found everywhere, from bus stops – including LED-lit panels – to in-restaurant, and TV screens, will give lucky ‘finders’ the chance to unlock daily offers, and a chance to win free food and exclusive merchandise, only through the McDonald’s App. Accompanying The McDonald’s Gift Drop is a 20” AV spot features a nostalgic, bouncing gift tag screensaver illuminated in festive neon lights.
In addition, McDonald’s is launching a limited-edition range of Christmas merchandise designed to bring some festive feel good into homes. From Grimace bucket hats, Birdie socks and McDonald’s Christmas lights, this exclusive gift collection offers both stocking fillers and collectibles. The merchandise will be available as part of the Gift Drop prize pool, as well as part of a limited drop on MyMcDonald’s Rewards tiers on the app, and available for purchase via the newly launched ecommerce site Golden Arches Unlimited ensuring fans can gift others a piece of McDonald’s magic this Christmas.
Rounding out the celebrations, McDonald’s new festive menu features delicious goodies like the Big Tasty®, the new Cheesy McCrispy®, and the indulgent Terry’s Chocolate Orange Pie®. Accompanied by playful, 10” promotional spots, these seasonal items make McDonald’s the perfect festive escape for those seeking a moment to unwind.
Michelle Graham-Clare, Chief Marketing Officer, S.V.P at McDonald’s, said: “Christmas is a magical time, but it can also feel like a whirlwind. With long gift lists, crowded shops, and endless wrapping, it’s easy to forget to take a moment for yourself or with your loved ones. That’s why we’re reminding everyone that the perfect festive break is always just around the corner. With ‘The Gift of McDonald’s,’ we aim to capture those small moments of lightness and joy, from festive gift tags to our seasonal menu and exclusive merchandise.”
Andrew Long and James Millers, Executive Creative Directors at Leo Burnett added: “This Christmas, we’re celebrating the well-deserved gift of McDonald’s in all the moments our customers need it most. From showcasing the feeling of joy an invite to McDonald’s creates with an epic light show, to delighting fans with an epic gift drop, this campaign sets out to ensure everyone can enjoy some McDonald’s satisfaction.”
Creative and social were led by Leo Burnett, with RED Consultancy managing PR, social, and events, while OMD UK handled media planning and buying. tms led on the promotion, digital experience, ecommerce shop and prize pool. Linney supported BTL and POP communications, and Armadillo managed CRM.
CREDITS
CAMPAIGN TITLE: The Gift of McDonald’s
CLIENT: McDonald’s
ADVERTISING AGENCY: Leo Burnett
McDonald’s
Brand
CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare
MARKETING DIRECTOR: Matt Reischauer
HEAD OF MARKETING, BRAND: Chloe Bissell
MARKETING MANAGER: Emma O’Neill
SENIOR BRAND MANAGER: Harry Jessop
BRAND MANAGER: Emma Pellegrinelli
CAMPAIGN ASSISTANT: Abi Campbell
Digital
CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare
DIRECTOR, DIGITAL & MEDIA: Kat Howcroft
MARKETING MANAGER: Stephanie Pullen
SENIOR BRAND MANAGER: Harry Jessop
ASSISTANT BRAND MANAGER: Sam Hewitt
CAMPAIGN ASSISTANT: Imogen Trower
Food
CHIEF MARKETING OFFICER, S.V.P: Michelle Graham-Clare
MARKETING DIRECTOR: Matt Reischauer
HEAD OF MARKETING, FOOD: Ben Sherburn
MARKETING MANAGER: Jo Conlon
SENIOR BRAND MANAGER: Harry Jessop
BRAND MANAGER: Nasia Vassiliou
CAMPAIGN ASSISTANT: Dina Shalaby
Agency (Brand)
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTORS: Andrew Long & James Millers
CREATIVES: Cicely Alderson & Lisi Davis
HEAD OF DESIGN: David Allen
DESIGNERS: Tomek Drozdowski (Design Lead), Matt Slater, Roxana Iriciuc, Carmen Perez Jimenez, Bey Redding-O’Brien, Danny Flint, Milan Mezi
DEPUTY CSO: Tom Sussman
PLANNING PARTNER: Hamish Cameron
SENIOR PLANNER: Beth Mackenzie
BUSINESS LEAD: Layla Potter
BUSINESS DIRECTOR: Steph Bates
ACCOUNT DIRECTOR: Charlotte Crawley
SENIOR ACCOUNT MANAGER: Sian Davidson
ACCOUNT EXECUTIVE: Dom Thomas
LEAD PROJECT DIRECTOR: Siobhan Mulcahy
PROJECT DIRECTOR: Simon Jerome
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Hector Murray
AGENCY ASSISTANT PRODUCER: Sara Gill
Agency (Digital)
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTORS: Andrew Long & James Millers
CREATIVE DIRECTOR: Ben Hooper
CREATIVES: Cicely Alderson & Lisi Davis
HEAD OF DESIGN: David Allen
DESIGNERS: Tomek Drozdowski (Design Lead), Matt Slater, Roxana Iriciuc, Carmen Perez Jimenez, Bey Redding-O’Brien, Danny Flint, Milan Mezi
DEPUTY CSO: Tom Sussman
PLANNING PARTNER: Hamish Cameron
SENIOR PLANNER: Beth Mackenzie
BUSINESS LEAD: Layla Potter
BUSINESS DIRECTOR: Steph Bates
ACCOUNT DIRECTOR: Charlotte Crawley
SENIOR ACCOUNT MANAGER: Sian Davidson
ACCOUNT EXECUTIVE: Dom Thomas
LEAD PROJECT DIRECTOR: Siobhan Mulcahy
PROJECT DIRECTOR: Simon Jerome
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Hector Murray
AGENCY ASSISTANT PRODUCER: Sara Gill
Agency (Food)
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTORS: Andrew Long & James Millers
CREATIVE DIRECTOR: Hayley Power
CREATIVES: Rory Hall & Steph Ellis
HEAD OF DESIGN: David Allen
DESIGNERS: Tomek Drozdowski (Design Lead), Matt Slater, Roxana Iriciuc, Carmen Perez Jimenez, Bey Redding-O’Brien, Danny Flint, Milan Mezi
DEPUTY CSO: Tom Sussman
PLANNING PARTNER: Hamish Cameron
SENIOR PLANNER: Beth Mackenzie
BUSINESS LEAD: Layla Potter
BUSINESS DIRECTOR: Steph Bates
ACCOUNT DIRECTOR: Charlotte Crawley
SENIOR ACCOUNT MANAGER: Natasha Meisel & Sian Davidson
ACCOUNT EXECUTIVES: Dom Thomas & Amy Neal
LEAD PROJECT DIRECTOR: Siobhan Mulcahy
PROJECT MANAGER: Adrienne Lindeque
CHIEF PRODUCTION OFFICER: Emily Marr
AGENCY PRODUCER: Georgina Pearson
PRODUCTION (BRAND & DIGITAL)
PRODUCTION COMPANY: MJZ
DIRECTOR: Nicolai Fuglsig
PRODUCER: Tim Wild
EDITOR: Rick Russell @ Final Cut
POST PRODUCTION COMPANY: Black Kite Studios
COLOURIST: Richard Fearon @ Black Kite Studios
POST PRODUCERS: Hannah Ruddleston, Olivia Donovan
SOUND ENGINEER: Sam Ashwell @ 750mph
AUDIO PRODUCER: Olivia Ray
Production (Food)
PRODUCTION COMPANY: Darling
DIRECTOR: Scott Grummett
PRODUCER: Kelly Doyle
EDITOR: Adam Rudd @Whitehouse Post
POST PRODUCTION COMPANY: Black Kite Studios
COLOURIST: George Kyriacou @ Black Kite
POST PRODUCERS: Hannah Ruddleston, Olivia Donovan
SOUND ENGINEER: Jake Ashwell @ 750mph
AUDIO PRODUCER: Carla Thomas
MEDIA BUYING AGENCY: OMD
CLIENT DIRECTORS: Emma Gilmore, Holly Rosier, Elise Grimstone
CLIENT MANAGERS: Lewis Michael, Eddie Fisher
STRATEGY DIRECTOR: Chris Mitchwell
STRATEGIC, CREATIVE, TECHNOLOGY AND SOURCING AGENCY: tms
SVP, CLIENT ENGAGEMENT: Emma Maynard
STRATEGIC LEAD: John Viccars
BUSINESS DIRECTOR: Stephanie Storey
ACCOUNT TEAM: Alina Miculescu, Kristen Lane, Alex Hitchen, Yagna Carreno
VP DIGITAL DELIVERY: Rina Kennedy
DIGITAL DELIVERY DIRECTOR: Rob Bond
DIGITAL PROJECT MANAGER: Frankie Hitch
EXECUTIVE CREATIVE DIRECTOR: Stephen Bushe
SENIOR ART DIRECTOR: Anna O’Callaghan
COPYWRITER: Lydia D’Souza
DESIGN DIRECTOR: Chris Noone
SENIOR DESIGNER: Dan Fitzpatrick
DIGITAL DESIGNER: Phillipa Knight
JUNIOR UI DESIGNER: Ines Botequilha, Shardai Dawkins
UX DESIGNER: Alessandra Maccario
CREATIVE TECHNOLOGY DIRECTOR: Hils Jakison
GAMES OPERATIONS DIRECTOR: Jeanette Butler
GAMES OPERATIONS MANAGER: Chloe Gatrell
TECHNOLOGY DIRECTOR: Dimith De Alwis
DEVELOPERS: Rowan McMahon, Sabrina Lamont, Eohan Moran, Mark Wong
PR AGENCY: Red
MANAGING DIRECTOR: Barbara Watson
PR DIRECTORS: Lucy Hird & Caitlin Hocking
PR Manager: Julianne Power
POP ACTIVATION AGENCY: Linney
CREATIVES: James Reeves & Hayley Hatfield
ACCOUNT MANGERS: Juliet Leah & Lee Wardle
ACCOUNT DIRECTOR: Stephanie Powney