50th Birthday

McDonald’s kicks off its 50th birthday celebration by recreating a retro 80s vibe to showcase its legacy and tap into a nation’s childhood nostalgia.

The 60-second spot, created by agency Leo Burnett and filmed by Smuggler’s director Fenn O’Meally in McDonalds’ Woolwich restaurant in London (which is the site of the first UK location 50 years ago).

To make the footage, Leo Burnett and Smuggler recreated an 80s restaurant complete with retro menu boards and throwback furniture like Cheeseburger Stools, Apple Pie Tree and a mural featuring iconic characters like a Hamburglar, Birdie, Mayor McCheese and Grimace.

Set to the tune of 80s hip-hop track ‘Know How’ by British born rapper Young MC, the film shows a party underway. As the film progresses the dancing proves contagious and the rest of the party join in the fun, all to demonstrate that there’s no feeling like McDonald’s.

It ends with a montage of restaurants from the past 50 years, finally extending an invite for everyone.

Further to the hero film, McDonald’s will encourage the nation to join in the celebrations with bold out-of-home posters, modernising iconic birthday invites from the past 50 years. Illustrations were created with DA&AD award-winning illustrator Sofie Birkin to create the five original artworks each based on a different era of McDonald’s history.

Social media efforts will see Leo Burnett and McDonald’s share tutorials for the hero dancer’s moves, , as well as nostalgic ‘fit checks’ of crew uniforms, and announcements around the My McDonald’s Rewards activities across its owned channels.