McDonald's - Always Working on our Happy Meal - (2016) :60 (UK)

In an ad that will mesmerize the kids, McDonald's basically reads the brief stating how they improve their happy meal. The art direction is a cute animation where toy train type figurines are working on a human sized Happy Meal, all the while telling us how they reduced the salt, the saturated fats, and introduced water & organic milk to the deal. When I was a kid any animation had my complete and undivided attention - after a few airings Im sure some kids will be able to recite all of these arguments by heart. "No, we're not going to McDonald's" "But mum, I can get a happy meal with organic milk, and they reduced the sodium!" Crafty, very crafty.

Leo Burnett London created the stop-motion 60-second TV ad. It will be backed by press and in-store executions, as well as six films, that will be shared on social media, that go into more details about the changes McDonald’s has made to the Happy Meal.

Ad agency: Leo Burnett