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McDonalds - "It must have been love" (2020) :30 (UK)

The ad shows a selection of distraught people, as the music plays Roxette's "It must have been love". A couple in a car are looking away from each other. A woman in a park seems to longingly think of better times. It all gets a bit sad, when we see the empty Big Mac boxes. The film then cuts to Dave, happily tucking into his Grand Big Mac. Dave, why didn't you tell all the other people in the ad that the Grand Big Mac was back, aye?


Thomas O’Neill, Head of Marketing, Food & Beverages at McDonald's said “The campaign captures the true feeling of loss when the enjoyment of eating a delicious Big Mac eventually comes to an end. We are delighted with the humorous campaign and look forward to celebrating the return of the Grand Big Mac with our customers.”


Graham Lakeland, Creative Director at Leo Burnett London said “The Big Mac is one of those few food items that is instantly visually recognisable, even to people who don’t visit McDonald’s very often. The Big Mac has such a strong brand, visual and taste identity, that meant we could encourage fans to have some fun with their favourite burger, while at the same time celebrating the love affair people have for this genuinely iconic menu item.”


Ad agency: Leo Burnett London


Sam Hughes

Art director

Michaela Pannese

Chief Creative Officer 

Chaka Sobhani

Creative Director 

Graham Lakeland

Planner/CSU Director

Will Butterworth/ Bianca Novaes


Paul Reddington


Myles New

Photographer's agency

Myles New Photography

Media agency


Media planner

Emma Carr – Business Director

David Burns - 

Patrick McDermott – Client Leadership Manager

Production company

Missing Link Films


Alicia MacDonald


Ben Link


Kate Reid

Audio Post Production

Sam Robson at 750mph

Post Production 


Media agency


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