McDonald's portrays a man struggling with the fear of missing out in its ad campaign for the return of its Monopoly promotion.
A launch film, created by Leo Burnett and directed by Michael Downing through Biscuit, shows Jon going about his day and realising how out of the loop he is with a new social phenomenon of people wiggling their forefingers saying "Peely Peely?".
It becomes clear that everyone knows the Monopoly game is back at McDonald’s and that a simple peel of the sticker can win you prizes. The campaign will also run on immersive binaural radio – a first for McDonald’s – and a bespoke TV spot to run during Britain's Got Talent on ITV.