McDonald’s ‘Raise Your Arches’ from Leo Burnett was one of the burger giant’s recent hits – NCA’s Ian Heartfield made it his Top Tip For Cannes here – so it’s fair enough to give it another outing, here a holiday spot with loads and loads of raised eyebrows in that holiday staple, a traffic jam.
Even a McDonald’s is better than that, cynics might say.
The original worked better though because it also captured an aspect of office life – the need to escape.
This is all a bit Summer Holiday.
When everyone’s doing it it becomes somehow annoying.
MAA creative scale: 4.