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

Susan Zwaal

Director, Human Resources

Ben Tarr


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Wuuuut?! All Day Breakfast?

New TV spots capture real-life social posts from Egg McMuffin enthusiasts

McDonald’s recently announced it would serve breakfast all day long, as reported by Ad Age. The treacherous 10:30 a.m. tire-screeching cutoff is gone at last. And you, world, rejoiced.

McDonald’s wanted to acknowledge that, for years, its customers asked for all-day breakfast and so they shall receive. New TV spots from Leo Burnett Chicago capture real-life social posts from Egg McMuffin enthusiasts when they heard the news.

The campaign is designed to be a co-celebration with the hundreds of thousands of McDonald’s consumers who for years had publicly wished to order hotcakes after 10:30.

The work brings a lighthearted humor to the comically enthusiastic tone McDonald’s customers used in social media.

The spots juxtapose a dramatic violin concerto with monotonous dry readings of over-the-top tweets like “wuuuuuuuuuuuut?! guess who’s having McDonald’s brkfast for dinner 2night.”

The new work is the first campaign created by two of Leo Burnett’s newest creative directors, Brian Siedband and Gordy Sang.

The most recent spots for McDonald’s were beautiful, cinematic stories showing how McDonald’s is part of people’s lives, as described by Creative Director John Hansa.