The launch ad, "sleeping chanter", breaks on national satellite, cable and terrestrial TV this week, with further spots airing throughout the Euro 2004 tournament.
They are aimed at football fans, specifically those in the 25- to 35-year-old age group.
The camapign looks to establish the ritual of having a Big Mac as part of the build-up to a match, on a par with superstitions such as wearing something lucky, or trying to guess the starting line-up of your team.
The first 30-second spots show a football enthusiast and his long-suffering girlfriend in various everyday situations. To the girlfriend's embarrassment, her boyfriend is only capable of communicating in football chants.
The launch commercial opens in the couple's bedroom. As soon as the man wakes up, he throws his arms in the air and chants: "I'm not sleeping, I'm not sleeping, I'm not sleeping any more."
Each commercial ends with the couple in a McDonald's restaurant, where they are told by the assistant that if they buy a Big Mac Meal after 3pm on a Saturday or Sunday during Euro 2004, they will receive a second Big Mac free, to which the main character shouts: "Yes!"
All the spots end with a Euro 2004 official sponsorship logo as well as the McDonald's voiceover and the "I'm lovin' it" endline.
The spots were art directed and written by Ed Morris and Trevor Webb, with media planning and buying through OMD UK.