McDonald's launches 40th anniversary campaign

McDonald's is marking 40 years in the UK with a TV campaign that frames the fast-food chain as the backdrop to life's big and small events.

Leo Burnett London created the 30-second spots, which will debut tomorrow during 'The X Factor' on ITV.

The ads show people engaged in rites-of-passage such as a first date and driving for the first time after getting a licence, and demonstrate how McDonald’s plays a part in these seminal moments.

All the ads include songs from the 1970s – the decade that McDonald’s launched in the UK – including. Minnie Riperton’s Lovin’ You, which plays during "the nervous first date", while Thin Lizzy’s The Boys Are Back In Town features in "the just passed your test drive-thru".

The TV campaign, which comprises a total of six ads, was written and art directed by Andy Drugan and Ed Morris, and directed by Pete Riski, through Rattling Stick. OMD handled the media.

At the same time, Razorfish has created a digital execution for McDonald's 40th anniversary campaign. The "40 together" website lets users tell McDonald's-related stories - by either typing or using Google's speech recognition facility - and then presents them as online posters. McDonald's will then use selected stories in digital outdoor displays.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).