In August, McDonald's chief executive, Steve Easterbrook, snubbed Burger King's proposal to create a McWhopper for World Peace Day.
While his social media post rejecting the idea was sassy, Easterbrook was still viewed as a bit of a killjoy. However, McDonald’s has now made good on its pledge to do something "more substantial", leading a global TV campaign supporting the United Nations World Food Programme. A bunch of other brands (including Burger King) have joined in and donated media space to run the animated ad, which was funded by McDonald’s and narrated by Liam Neeson. Most impressively, it contains no corporate branding.