Ad of the Day: McDonald’s All-Day Breakfast Is Here, and People Are Losing Their Minds

Leo Burnett spots capture real, ecstatic social-media reactions

Headshot of Tim Nudd

McDonald's all-day breakfast launches today, and with it, three new spots from Leo Burnett—to go with one that's already been airing—in which actors deadpan actual tweets and Facebook posts from McD's fans who've been waiting for this day like it's a national holiday.

Following McDonald's recent announcement that it would start making breakfast around the clock, Burnett scoured social media for posts—like the one below, from Ryan Smith—that captured the anticipatory joy of wolfing down an Egg McMuffin at any hour.

The agency then stitched the posts into comic spots, where the ebullient exclamations are delivered with amusingly low-energy straight faces. Here are the three new spots launching today (a :30 and two :15s):

Meanwhile, this :30 has already been airing:

The campaign is much bigger than TV and digital video, and also bigger than Leo Burnett. More spots (in a different vein) are forthcoming from DDB Chicago, as well as multicultural agencies Alma, Burrell and IW. And there is a major social push happening, too. Just this morning, McDonald's began rolling out a bunch of GIFs on Twitter, for example:

UPDATE: Giphy Studios made the GIFs for this McDonald's campaign. Chris Timmons made the first GIF, and Ethan Barnowsky made this GIF and this GIF. There is also a Giphy Studios page that hosts all of the McDonald's GIFs for fan perusal.

Judging by today's exultant tweets tagged #AllDayBreakfast, McDonald's will have plenty of fodder for future spots like the Burnett ones, should they choose to make some.

The campaign also hit morning TV today, as the Good Morning America crew enjoyed a McDonald's breakfast—though that stunt felt a little off. It is, after all, still breakfast time right now. Let's see if the nightly news team gets the same treatment.


Client: McDonald's

Campaign: "All-Day Breakfast"

Spots: "We Hear You," "Celebration," "Wuuuuuut," "Sad Face"

Agency: Leo Burnett, Chicago

Executive Vice President, Creative Director: John Hansa

Senior Vice Presidents Creative Directors: Tony Katalinic, Gordy Sang, Brian Siedband

Art Director: Jill Solarczyk

Copywriter: Leigh Kunkel

Senior Vice President, Executive Producer: Denis Giroux

Senior Producer: Beth Dolnick

Senior Business Manager: Shirley Costa

Senior Talent Manager: Linda Yuen

Talent Manager: Regina Gomez

Assistant Music Producer: Alec Stern

Managing Account Directors: Rich Stoddart, Catherine Davis

Account Directors: Josh Raper, Jennifer Klopf

Account Supervisor: Richard Henderson

Assistant Account Executive: E Yiwei Zhu

Account Manager: Sue Rickey

Executive Vice President, Planning Director: Lance Koenig

Planning Director: Anca Rhone

Vice President, Senior Attorney: Laura Cooney

Associate Director, Commercial Clearance: Sina Martin-Simon

Production Company: MJZ

President: David Zander

Director: Mike Maguire

Executive Producer: Kate Leahy

Producer: Betsy Oliver

Postproduction: Cutters

Editor: Grant Gustafson, "We Hear You"

Editor: Tom Brassil, "Celebration"

Editor: Michael Lippert, "Wuuuuuut," "Sad Face"

Finishing Artist: Steve Wood, Flavor

Audio Production: Another Country

Engineer: Peter Erazmus

Colorist: Lenny Mastrandrea, Nice Shoes

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 6, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT