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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
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Amy Cheronis

EVP Reputation and Communications

Katie Newman

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Leo Burnett London and McDonald’s Give the Grand Big Mac an Emotional Return

The new ad offers a humorous take on the heartbreak customers feel at the last bite of their Big Mac.

Tearful, despondent, heartbroken. Set to the tune of Roxette’s dramatic ballad, It Must Have Been Love, McDonald’s and Leo Burnett London show what it feels like when every last bite of your Big Mac is gone.

“The Big Mac has such a strong brand, visual and taste identity that we could encourage fans to have some fun with their favorite burger, while celebrating the love affair people have for this genuinely iconic menu item,” said Graham Lakeland, Creative Director at Leo Burnett London.

The ad was created to launch the return of the Grand Big Mac, a larger version of the classic Big Mac burger that allows customers to spend more time with the tastes they love. Of course, as the commercial narrator says, “Nothing lasts forever” — the Grand Big Mac will be off menus by late March.