McDonald's is launching an animated commercial to support a food promotion called Tex Mex.
Leo Burnett has created the ad, based on the Sleeping Beauty story. The 30-second commercial, which is the food giant's first animated execution for an adult audience, will run until 3 December.
The commercial opens with Prince Charming on horseback galloping towards a palace. On arrival, he makes his way up a set of stairs to where the princess lies sleeping. He kisses her but, to his surprise, nothing happens.
He tries a longer embrace but still nothing happens.
We learn that the princess is taking a siesta after enjoying a Tex Mex meal. The prince then resorts to shaking the princess. She tells him to go away and falls back asleep.
Mark Tutssel, the creative director at Leo Burnett, said: 'We used animation because we were looking for a new way of doing Mexican rather than using cliched imagery. Our scripts were all about the food and the craving for it and from here it was a leap to Sleeping Beauty taking a siesta after the meal.'
The commercial was created by Paul Miles and Adam Staples at Leo Burnett.
Background designs were by Boris Nawratil and direction was by Jonus Dahlbeck, both through Nexus. The music was written and composed by Paul Hart at Jo & Co and was recorded using a 50-piece orchestra.
Media planning and buying is by Starcom Motive.