The top McDonald’s honchos in the US are currently agonising about the brand – not before time – and the fast food chain has appointed Leo Burnett, as opposed to agency of record DDB – to try to spruce things up a bit.
McDonald’s has now been in the UK for 40 years (the first restaurant was in Woolwich, of all places) and for at least half that time Burnett in the UK has been I/C advertising. Mostly producing likeable vignettes like the new one below, this to celebrate 40 years.
Will Burnett in the US take the same low key approach? You’ll note that in the UK the ads avoid the products or restaurants if they possibly can.