McDonald’s serves up retro birthday party ad to celebrate 50 years in UK
McDonald’s is kicking off a major new campaign celebrating 50 years since opening in the UK with a faithfully recreated reminder of the joy of its childhood birthday parties.
The 60” slice of nostalgia from Leo Burnett was filmed in the Woolwich McDonald’s restaurant in London – the site of the first UK location 50 years ago. The team painstakingly transformed every detail in the restaurant to run it back to its 1980s glory.
The TVC, directed by Fenn O’Meally of Smuggler, will be supported by a multimedia campaign, including retro OOH posters by award-winning illustrator Sofie Birkin, social media, a limited-edition menu, a digital ‘party bag’ activation, and an exclusive range of 50th Birthday merchandise.
McDonald’s and Leo Burnett built the campaign out of the insight that “millions” of people attended McDonald’s parties as youngsters and reckon that the ad will resonate in a nostalgic manner.
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Scored by the iconic 80s hip-hop track ‘Know How’ by British-born rapper Young MC, the film sees a funky dance progress through the room until everyone is enraptured.
Eagle-eyed viewers will identify Cheeseburger Stools, Apple Pie Tree and a mural featuring Hamburglar, Birdie, Mayor McCheese and Grimace.
Of course, merch will be available later this summer, initially on MyMcDonald’s Rewards, including stripe sweatshirts, bomber jackets, printed denim, birthday t-shirts, scrunchies and even a McDonaldland Rubix cube.
Matt Reischauer, marketing director of UK&I, McDonald’s, said: “Our campaign celebrating our 50th birthday taps into the countless memories we’ve made with our fans...and of course invites everyone to make new ones. From exclusive merch, to our digital party bag and special-edition menu (the birthday cake donut being my favorite) we wanted to make it possible for everyone across the nation to celebrate...with a few surprises along the way. Who doesn’t love a surprise at a birthday party?”
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Andrew Long and James Millers, executive creative directors at Leo Burnett UK, added: “It’s a true privilege to help McDonald’s celebrate its first 50 years in the UK, and to do it in the most joyful way possible - by inviting the nation to enjoy the incomparable feeling that only McDonald’s gives you. We can’t wait to watch the festivities unfold!”