Burnett reveals ads for McDonald's breakfast

Leo Burnett has created a television, print and radio campaign to support McDonald's breakfasts.

Breaking on satellite, cable and terrestrial television on 10 March, the ad, "light breakfast", positions the meal as a source of comfort to customers.

The breakfast ads target 25- to 30-year-olds, particularly males who are the most frequent McDonald's breakfast consumers. Radio spots and print ads in the Metro newspaper will support the TV spots and run in the mornings to reach consumers around breakfast time.

The TV ad, which will run for two weeks, shows a young man struggling to get out of bed. He winces as he looks at a streetlight and then at the light from the fridge, where nothing takes his fancy.

He leaves his house, shying away from the lights of an oncoming car and the glare of an office security light. As he makes his way down the street he stops at the bright and comforting glow of McDonald's. The film finishes with him enjoying a bacon and egg McMuffin.

The ad ends with the "I'm lovin' it" line, developed by the Munich-based Heye & Partner, part of the DDB network.

Paul Shearer, the executive creative director at Leo Burnett, said: "This spot captures perfectly the need for a great- tasting breakfast on a cold, grey morning. All credit to the director for keeping it real."

The ads were written and art directed by Shearer and Jim Thornton. The director was Colin Gregg at Large Corp and media planning and buying was handled by OMD Media.

The ad breaks as the fast-food giant announces plans to reduce its line-up of burgers to make way for chicken salads, yoghurts and chopped fruit. Last week, the chain broadcast its decision to phase out "super-sized" portions of fries and fizzy drinks in an attempt to make its offering appear more healthy.

Tom Shelston, a senior brand manager at McDonald's, said: "Breakfast is all about people's habits and rituals and this ad reflects those habits, as well as the thinking that some mornings you need a great-tasting breakfast."

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