McDonald’s raises its arches for Christmas

The Christmas spot from Leo Burnett UK is a continuation of the ‘Raise Your Arches’ campaign

Georgie Moreton

Deputy Editor, BITE Creativebrief


McDonald’s new signature eyebrow raise has been given a festive makeover with a new Christmas campaign from the fast food brand.

The Christmas edition of the ‘Raise Your Arches’ campaign has been created with the help of Leo Burnett UK. The spot asks the nation during the holiday season if they: ‘Fancy a McDonald’s?’.

The feel-food festive film celebrates the moments of togetherness and fun of going to get a McDonald’s with loved ones. The 90 second film is set to the upbeat soundtrack of ‘Jump’ by 80s icon Van Halen.

Opening at a mandatory office Christmas party, a woman reluctantly takes part in karaoke dressed in Christmas costumes. When she receives a text from her friend across the room of a burger and fries emoji with a question mark, no further context is needed. Her friend raises his eyebrows at her from across the room, an action audiences now know to mean, ‘Fancy a McDonald’s?’ and the pair begin their journey there.

As the pair rush out the party of people on the way to McDonald’s snowballs. Across town other people have the same idea, leaving their festive gatherings and school plays to make the journey to McDonald’s. Even Father Christmas himself can’t resist and leaves his Grotto to join the group as well as a family who have had their train home for the holidays cancelled.

The collective, huge group make their way toward their local McDonald’s when the signature sign comes into view. The spot ends with staff greeting the group and with the parting message for the audience, ‘Fancy a McDonald’s?’

The ad was directed by Shannon Murphy, known for directing Killing Eve, and debuted during the ad break of The Voice on ITV and Terminator: Dark Fate on Channel 4 on 11th November. It will also run ahead of Love Actually 20th Anniversary screenings, one of the UK’s best loved Christmas films. 

Alongside the TV spot, the campaign is supported with a social media campaign including a Snapchat filter that allows users to try on the Christmas outfits from the ad by raising their arches.

McDonald’s is also running 30 days of app offers through the Festive Wins promotion where customers can win food and merchandise including a partnership with Crocs. As well as a Festive Paddington Happy Meal partnership over the Christmas period.

“Celebrating the iconicity of a knowing look, an unspoken communication to signify the all-consuming craving for a Big Mac is something we’ve proudly celebrated all year. I cannot wait to see the reaction to our Fancy a McDonald’s Christmas campaign. Underpinned by generous offers and competitions in our app to kick-start Christmas early, we hope to raise many smiles – and eyebrows – once again.” says Michelle Graham-Clare, Senior Vice President and Chief Marketing Officer at McDonald’s UK & Ireland.

The Red Consultancy led on PR and the launch event for the campaign while OMD UK handled all media planning and buying. CRM was done by Armadillo and Linney and all point of purchase activity and competitions have been driven by TMS.

Capitalising on the popularity of the ‘Raise Your Arches’ campaign, McDonald’s Christmas iteration celebrates the fast food brand’s appeal all year round. The campaign continues to reinforce the eyebrow raise as a symbol of the brand solidifying McDonald’s position in the lives of consumers and within popular culture.

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Christmas food & drink