'Fancy a McDonald's?' Raise Your Arches (2023) :60 (UK)

Based on the insight that grabbing a McDonald's is so universal, you can communicate it without uttering a single word. Just "raise your arches". We're in an office where this invitation is communicated to everyone, and the entire floor collectively storms out to grab a break at McDonald's. We never actually get to see the food, no bite and smile! But there are plenty of other details, like the words on the board behind the lady holding a meeting. British filmmaker Edgar Wright directed. You know him from Baby Driver, Last Night in Soho, and Shaun of the Dead - where he perfected scenes synchronized perfectly to music. The choice of music is pretty darn perfect as we haven't seen this Yello song used so expertly since "The Secret of my success" in 1987. 

The McDonald's logo turns into eyebrows and this animation will be used in-restaurant as well. This fun eyebrow = arches idea is further carried out in Snapchat filters that can be used to invite friends to McDonald's. 

Michelle Graham-Clare, the chief marketing officer for McDonald’s UK & Ireland, said:  “In a challenging time, our Raise Your Arches invitation to McDonald’s provides the nation with a small but much-needed moment to let go and feel good. We hope the campaign raises arches and smiles across the country."

Chaka Sobhani, Chief Creative Officer at Leo Burnett UK and Global, said: ”An invitation to McDonald’s is an opportunity to put our responsibilities aside and enjoy a little lift. And we hope Raise Your Arches does exactly that, allowing everyone to momentarily let go of life’s pressures and enjoying a Maccers. We were beyond excited to work with the brilliant Edgar Wright to bring this idea to life – from the visual look and feel he creates to what he does with music and choreography, he’s got that knack of making work that grabs your attention for all the right reasons. We’re always looking at ways to raise a smile and create big populist entertainment for Maccers and in the hands of Edgar, we hope we’ve created something that does both.”

Edgar Wright, Director: “As soon as I read the script I was like, “Oh, I love this song, I love this premise. This will be a lot of fun.”

Ad agency:  Leo Burnett UK

Production company: Moxie Pictures

Director: Edgar Wright

Music: Yello - "Oh yeah"

Digital arches design: Linney

Credits

Campaign: Raise Your Arches

Client: McDonald’s

CMO, SVP: Michelle Graham-Clare

Director of Marketing & Media: Steve Howells

Head of Marketing – Affinity, Trust & Family: Hannah Pain

Head of Customer Communications & Partnerships: Louise Page

Brand Manager: Amber Myers

Advertising Agency: Leo Burnett

CCO: Chaka Sobhani

Executive Creative Director: Mark Elwood

Creative Director: James Millers & Andrew Long

Senior Creative: Gareth Butters

Copywriter: Gareth Butters

Art Director: Joe Miller

Creative Director of Design: David Allen

Designer: Jakk Breedon

Head of Planning: Tom Sussman

Planning Director: Joe Beveridge

Senior Planner: Roxy Windisch

Head of Account Management: Sam Houlston

Business Director: Jay Perry

Account Director: Alice Pavey / Alex Light

Account Manager: Carys Parry

Account Executive: Brittony Kelly

Head of Project Management: Jamie Teale

Head of McDonalds TV Production: Graeme Light

Media Agency: OMD

Media Team: Mandy Arora, Tejal Maru

Production Company: Moxie Pictures

Director: Edgar Wright

Editor: David Webb/ Final Cut

Producer: Doochy Moult

Post-Production Company: Framestore

(Darran Nicholson (Flame), Alexia Paterson (Producer) and Stef Perry (Colourist)

Audio Post Production: Sam Ashwell/ 750mph

Photography and Motion Production: Prodigious

Head of Art Production: Jo Hodge

Photographer: Tom Van Schelven