McDonald’s gets real for (imaginary) summer

After the spot of bother with its ‘Bereavement’ ad (below) – a rare misjudgement – McDonald’s and Leo Burnett are back on the case for this McCafe ad hymning the imaginary delights of summer (just as the weather’s turned and not in a good way).

A skilful use of 30 seconds and not a glimpse of an ecstatic mobile in sight.

MAA creative scale: 7.

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