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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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McDonald’s ‘All Day Breakfast’ Super Bowl Spot Feeds Imagination and Cravings

“Good Morning” and “Food Reimagined” push the message of McDonald’s breakfast all day and all night

No more breakfast after 10:30 a.m.? That’s so 2014. McDonald’s continues to market the “All Day Breakfast” campaign with new spots that look to feed the imagination as well as your cravings.

The first spot, “Good Morning,” broke on USA Today ahead of airing just before the coin toss on Super Bowl Sunday.

With a cadence inspired by the children’s book classic “Goodnight Moon,” a narrator wishes “good morning” to a sunset in the horizon, and to neon and to all the denizens of the night — from commuters to bachelorette partiers, — enjoying McDonald’s breakfast until dawn.

The idea behind the campaign is that “good morning” incites a sense of possibility and optimism, and McDonald’s has made it possible to have a “good morning” any time of the day. The new spot continues to showcase how McDonald’s customers have made “All Day Breakfast” their own as well as remind viewers that McDonald’s is a part of their lives 24/7.

“Food Reimagined,” meanwhile, celebrates the stars of breakfast — the Egg McMuffin, Hotcakes, oatmeal, yogurt parfait, hash browns. While the spot serves up a visual feast, it also features a new track, “All Day, All Night,” by up-and-coming pop rockers Moon Taxi. The band has been featured on “Late Night with Seth Meyers,” as well as in Rolling Stone and Billboard.

As reported by Ad Age, McDonald’s momentum is continuing as the rollout of “All Day Breakfast” since October has led to the brand’s strongest comparable sales in the U.S. in nearly four years.