MCds summer

McDonald's Tempts Impatient Travellers with Latest 'Eyebrow-Raising' Ad

McDonald's unveils follow-up ad to 'Raise Your Arches' campaign, tapping into summer travellers' cheeky tradition

By Creative Salon

Leo Burnett and McDonald's have delighted viewers with the follow-up to its successful 'Raise Your Arches' ad campaign that took screens by storm back in January. The spot, titled 'Next stop, McDonald's', continues to capitalise on a cheeky tradition among British summer holidaymakers caught in motorway traffic.

Directed by The Greatest Showman's Michael Gracey, the ad transports viewers to a scorching summer day, where eager beach-bound holidaymakers find themselves stranded at a red light on a dual carriageway. The iconic soundtrack of Yello's 'Oh Yeah' sets the tone as a clever chain of events unfolds.

A driver in one of the vehicles spots a McDonald's up ahead and playfully raises his eyebrows at his partner. This mischievous gesture then spreads like wildfire through the queue, with each person, even the children in the back seats, exchanging the same cheeky eyebrow raise, signalling their shared craving for a stop at McDonald's.

Following the style of its predecessor, the ad deftly conceals any visible branding until the very end. As the light finally turns green, the golden arches and the words 'Fancy a McDonald's?' appear on the screen, solidifying the idea that the stop-off at the fast-food outlet has now become a collective plan.

Leo Burnett UK, the creative force behind this summer holiday edition of the campaign, released the initial spot back in January, originally directed by British filmmaker Edgar Wright, which introduced the 'raised arches' gesture as a universal signal for craving McDonald's.

Given the continued travel woes that come with the average UK holiday, McDonald's latest campaign strikes a chord by tapping into the joy of a McDs stop during traffic frustration.


Campaign Title: Next Stop, McDonald’s

Client: McDonald’s

Advertising Agency: Leo Burnett

CCO: Chaka Sobhani

Creative Partners: Andrew Long & James Millers

Copywriter: Joe Miller

Deputy CSO: Tom Sussman

Planner: Hamish Cameron & Ali Arnold-Jones

Business Lead: Steph Bates

Account Team: Sam Cowley, Clyde Hurst, Brittony Kelly

Agency Project Manager: Asher Guerrier Halil

Agency Producer: Peter Williams

Media Buying Agency: OMD

Production Company: Partizan

Director: Michael Gracey

Managing Director: Jenny Beckett

Head of Production: Ella More O’Ferrall

Producer: Daniel Wheldon

Post-Production: Black Kite

VFX lead: Guillaume Weiss

3D lead: Finlay Crowther

Colourist: Richard Fearon

VFX/Colour producer: Holly Tidwell

Edit House: TenThree

Editor: Billy Mead

Assistant Editor: Ella Oliver

Edit Producer: Rachel Goodger

Sound studio: Factory

Sound design & mix: Jack Hallett

Audio Producer: Ciara Wakley


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