McDonald’s delivers a satisfying, neon-filled Christmas campaign via Leo Burnett, London

In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.

 

McDonald’s is spreading holiday magic this year with ‘The Gift of McDonald’s’, a new campaign developed by Leo Burnett London, that transforms the chaos of the festive season into a moment of joy. As part of the ‘Fancy a McDonald’s’ brand platform, the campaign taps into the universal need for a break during the hustle and bustle, delivering a message that’s equal parts playful and uplifting.

At the center of the campaign is a vibrant 60-second ad directed by Nicolai Fuglsig, known for iconic commercials like Sony’s ‘Balls‘ and Coca-Cola’s ‘It’s Mine‘. The story follows two exhausted parents navigating a whirlwind day of Christmas preparations. Their spontaneous trip to McDonald’s sparks an unexpected spectacle featuring glowing Golden Arches, snowball-throwing characters like Grimace, and even a towering Big Mac brought to life—all set to the pulsating beats of Benny Benassi’s ‘Satisfaction’. The result is a dazzling drive-thru experience filled with light, laughter, and holiday spirit.

The ad premiered last night during ITV’s ‘I’m a Celebrity… Get Me Out of Here!’ With its heartwarming narrative and playful energy, McDonald’s invites everyone to savor a well-deserved pause amidst the holiday rush.

More of Nicolai Fuglsig’s work can be seen on his Bestads Profile.