Simplicity is one of the most underutilised tools in creativity but one in full effect in McDonald’s unashamedly joyful festive spot.

The Gift of McDonald's campaign, created in partnership with Leo Burnett, builds on the brand’s ‘Fancy a McDonald’s’ brand platform, with a spot designed to encourage consumers to escape the Christmas chaos.

The campaign leads with a 60 second film, which follows two parents sitting in their car after a hectic day. The mother is featured checking off her to do list before deciding to switch focus to her to-eat list when she sees the iconic Golden Arches of McDonald’s glowing in the distance.

Their spontaneous decision to visit McDonald's triggers a festive light show, accompanied by the soundtrack of Benny Benassi’s Satisfaction.

Leaning on the nostalgia of Christmas lights, houses light up as the parents drive past, with signs pointing the way to McDonald’s including a giant neon sign declaring: 'Go on, you deserve it’.

The spot, directed by the award-winning Nicolai Fuglsig, renowned for ads such as Sony Balls and Coca-Cola It’s Mine, made its debut on Sunday (17^th November) during the highly anticipated premiere of I’m a Celebrity... Get Me Out of Here! on ITV.

The Gift of McDonald’s extends beyond the screen with a nationwide McDonald’s Gift Drop that invites the public to search for ‘hidden’ gift tags across the UK.

The tags can be found everywhere, from bus stops to in-restaurants, and TV screens, and will give lucky ‘finders’ the chance to unlock daily offers. These offers will include a chance to win free food and exclusive merchandise, only through the McDonald’s App. Accompanying The McDonald’s Gift Drop is a 20 second audio visual spot that features a nostalgic, bouncing gift tag screensaver illuminated in festive neon lights.

McDonald’s is also giving the festive gift of merch. The brand is launching a limited-edition range of Christmas merchandise designed to bring some festive feel good into homes. From Grimace bucket hats, Birdie socks and McDonald’s Christmas lights, the exclusive gift collection offers both stocking fillers and collectables. The merchandise will be available as part of the Gift Drop prize pool, as well as part of a limited drop on MyMcDonald’s Rewards tiers on the app, and available for purchase via the newly launched e-commerce site Golden Arches Unlimited.

Rounding out the celebrations, McDonald’s new festive menu includes the Big Tasty, the new Cheesy McCrispy and the indulgent Terry’s Chocolate Orange Pie. These new products will be promoted in 10-second promotional spots, underlining McDonald’s positioning of the place to go for a moment to unwind and a much-needed festive escape.

Michelle Graham-Clare, Chief Marketing Officer and Senior Vice President at McDonald's, explains: "Christmas is a magical time, but it can also feel like a whirlwind. With long gift lists, crowded shops, and endless wrapping, it’s easy to forget to take a moment for yourself or with your loved ones. That’s why we’re reminding everyone that the perfect festive break is always just around the corner. With ‘The Gift of McDonald’s,’ we aim to capture those small moments of lightness and joy, from festive gift tags to our seasonal menu and exclusive merchandise."

Andrew Long and James Millers, Executive Creative Directors at Leo Burnett added: “This Christmas, we’re celebrating the well-deserved gift of McDonald’s in all the moments our customers need it most. From showcasing the feeling of joy an invite to McDonald’s creates with an epic light show, to delighting fans with an epic gift drop, this campaign sets out to ensure everyone can enjoy some McDonald’s satisfaction.”

Creative and social were led by Leo Burnett, with Red Consultancy managing PR, social, and events, while OMD UK handled media planning and buying. Tms led on the promotion, digital experience, e-commerce shop and prize pool. Linney supported on below the line and point of purchase communications and Armadillo managed customer relationship marketing.