McDonalds: Near Misses by Leo Burnett London

McDonald’s and Leo Burnett London have launched an integrated campaign entitled ‘Near Misses’, officially announcing McDonald’s Breakfast will extend its serving hours which usually ends at 10.30am, to 11am every day.

The central theme of the campaign is based on situations which are all too familiar for many McDonald’s consumers; missing the 10.30am deadline and not being able to get their McDonald’s breakfast.

In the 30” spot, we see a marginally late lady just missing her bus, a father and daughter missing a goal at a sports match, a commuter just missing his train to work, and a lady missing closing time at a shoe repair shop.

As the spot continues the audience sees a man running to McDonald’s at 10:32am, looking disappointed and thinking this would be yet another example of a near miss. He then realises McDonald’s breakfast is now available until 11am. The film ends with the strapline: “No Rush, No Drama” to summarize the luxury a little more time can give you.