McDonald’s raises eyebrows in a new ad by Leo Burnett in the United Kingdom. The creative ad agency has opted for a new approach to the fast-food chain’s advertising campaign this year.
This is the first time a McDonald’s commercial hasn’t featured the actual food.
The humorous and subtle one-minute spot features employees in an office space, raising their eyebrows at each other to imply that they want to get some McDonald’s, the eyebrow arch visually representing the iconic “M” logo.
As they all march out in unison to get some McMeals, audiences are left with the overwhelming desire to grab some McDonald’s for themselves. It turns out it takes only the exaggerated arch of an eyebrow to remind us of how much we want a double cheeseburger.
The spot titled “Raise Your Arches” was directed by iconic filmmaker Edgar Wright, the name behind feature films such as “Baby Driver” and “Shaun of the Dead.”
“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,” said McDonald’s CMO Michelle-Graham Clare.
However, the marketing campaign goes further than just the commercial. Utilizing social media apps like Snapchat and Instagram, the company has created lenses that will raise the user’s arches to involve consumers in the “Raise Your Arches” hype.
OOH advertising also sees the well-known McDonald’s golden arches sign at two restaurants receive a digital takeover. They will be animated to replicate the eyebrow raise in the commercial.
“An invitation to McDonald’s is an opportunity to put our responsibilities aside and enjoy a little lift. 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,” added Leo Burnet CCO Chaka Sobhani.
The “Raise Your Arches” campaign will continue for the next 12 months, seeing 40 markets worldwide joining in on the fun.