McDonald’s is launching the second part of its "family favourites" brand campaign with a 40-second TV spot. Created by Leo Burnett, the ad celebrates the excitement that the Happy Meal box brings to a child. It poses the question "What is it with kids and boxes?" and demonstrates that the Happy Meal box has its own sense of intrigue. It features observational footage, such as the smiles, concentration and shared pleasures that occur when a child plays with a box. The TV spot will be supported by a national press campaign. The work was created by Tony Malcolm and Guy Moore, and directed by Vince Squibb through Gorgeous. Post-production was by The Moving Picture Company.