Is this a first? Why yes it is - the first McDonald's UK advert that doesn't show the food or restaurant at all. Instead, we're focused on the idea that "fancy a McDonald's" can be communicated without a single word. Just raise your arches... err.. eyebrows. Great execution from the director Edgar Wright here, syncing it all to the Yello song "Oh yeah".
Michelle Graham-Clare, Senior Vice President, Chief Marketing Officer at 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 and I can’t wait to see everyone get involved.”
Chaka Sobhani, Chief Creative Officer at Leo Burnett UK and Global, 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.”
Edgar Wright, Director: “As soon as I read the script I was like, “Oh, I love this song, I love this premise. This will be a lot of fun.”
Ad agency: Leo Burnett UK
Production company: Moxie Pictures
Director: Edgar Wright
Credits
Campaign: Raise Your Arches
Client: McDonald’s
CMO, SVP: Michelle Graham-Clare
Director of Marketing & Media: Steve Howells
Head of Marketing – Affinity, Trust & Family: Hannah Pain
Head of Customer Communications & Partnerships: Louise Page
Brand Manager: Amber Myers
Advertising Agency: Leo Burnett
CCO: Chaka Sobhani
Executive Creative Director: Mark Elwood
Creative Director: James Millers & Andrew Long
Senior Creative: Gareth Butters
Copywriter: Gareth Butters
Art Director: Joe Miller
Creative Director of Design: David Allen
Designer: Jakk Breedon
Head of Planning: Tom Sussman
Planning Director: Joe Beveridge
Senior Planner: Roxy Windisch
Head of Account Management: Sam Houlston
Business Director: Jay Perry
Account Director: Alice Pavey / Alex Light
Account Manager: Carys Parry
Account Executive: Brittony Kelly
Head of Project Management: Jamie Teale
Head of McDonalds TV Production: Graeme Light
Media Agency: OMD
Media Team: Mandy Arora, Tejal Maru
Production Company: Moxie Pictures
Director: Edgar Wright
Editor: David Webb/ Final Cut
Producer: Doochy Moult
Post-Production Company: Framestore
(Darran Nicholson (Flame), Alexia Paterson (Producer) and Stef Perry (Colourist)
Audio Post Production: Sam Ashwell/ 750mph
Photography and Motion Production: Prodigious
Head of Art Production: Jo Hodge
Photographer: Tom Van Schelven
Music: Yello - "Oh yeah"
Digital arches design: Linney
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