What many people thought the pandemic would gift them is time. Gone is the commute and so surely that must equate to leisurely breakfasts, life admin completed before the start of the working day or even a pre-work walk.

Unfortunately, those hours in the day somehow seemed to get swallowed up with new jobs and new ways to fill the time. McDonald’s latest campaign from Leo Burnett is a reminder to us all to reclaim that time, and to savour the most important meal of the day.

‘Own Little World’ is designed to remind people that breakfast is a meal to be enjoyed, whatever the occasion rather than an antidote to a bad morning. It is something to be savoured whether that be a nurse enjoying a well-deserved treat after a busy shift, builders renovating a church or night-revellers heading home after a night out.

The film was directed by the award-winning director of I Hate Suzie Georgie Banks-Davies at Rogue, who utilised real relationships between the cast to create more natural moments of enjoyment. The campaign will also feature OOH work which will depict the aftermath of the breakfasts with only the wrapper to show.

Steve Howells, Director of Marketing and Media at McDonald’s, said: “Breakfast can be a meal that people view in binary terms, either necessary or unnecessary, but rarely in terms of the most satisfying meal of the day. In fact, around a quarter of Brits skip breakfast entirely, according to Kantar. But you’d not skip a meal that gives you a moment of joy, and so we wanted to show, whatever the mood or occasion, McDonald’s is there to provide a little moment of enjoyment and proper satisfaction at breakfast time.”

The slot is a joyful reminder to sit and savour the precious few moments we get during a busy day. To simply enjoy the food in front of us.