McDonald's has launched a campaign showcasing the efforts of night workers.
Created by Leo Burnett London as a follow-up to 2016's "If you're awake, we're awake", the ad follows a cavalcade of invisible staff as they work through their shifts unacknowledged.
While a trio of levitating coffee cups make their way into a desolate office, a lone sponge scrubs a fire engine and an unaccompanied hoover clears confetti from an empty stage.
Set to a piano version of Corona’s Rhythm of the Night, the ad ends as three night workers finally gain recognition in McDonald’s, prompting the tagline "If you’re awake, we’re awake", in reference to the brand’s 700-plus 24-hour restaurants across the region.
The work was written by Rory Hall, art directed by Steph Ellis and directed by Sam Brown through Rogue. Media was handled by OMD.