McDonald’s, the originator of the portable breakfast, is already a place that fast food lovers frequent. This campaign needed to connect with consumers in an emotional way, encouraging them to make more frequent visits to the restaurant each week.
Creatively, the strategy was simple: Celebrate the beauty in morning routine while acknowledging that everyone’s morning is unique. The campaign promise was truly authentic. Instead of positioning a McDonald’s breakfast as something transformative, it spoke to truth – that a good breakfast just makes the morning a little better.
For AACM, our commercial focused on a young man waking and rushing through his morning routine, stopping at McDonald’s along the way. We discover that the reason for his haste, is not that he’s late for work, but that he’s made time for something he deems important, breakfast with his grandfather.