The First Time

Agency: Leo Burnett


A new ad campaign created by Leo Burnett London takes viewers from the 1970s to the present day, celebrating 50 years since the first ever appearance of McDonald’s Big Mac.
The campaign seeks to remind customers of how much they love a Big Mac, as well as encouraging those who have never tried a Big Mac to taste one for the first time. Also it highlights the introduction of two limited-edition promotional burgers – the Mac Jr, a single patty version of a Big Mac; and the Grand Big Mac, a bigger version with a larger bun and two bigger patties.
The ad revisits everything from fashions and hairstyles to cars throughout the decades. At the same time, it presses viewers’ nostalgia buttons by reminding us of the changes that McDonald’s has made to its restaurants, packaging and even its typefaces over the years. An adventure back in time, it provides a window back to some much-loved eras.
The ad concludes with a father and son trying the new promotional burgers together in present day, reminiscing and agreeing over the fact that the unique Big Mac taste still remains as satisfying and enjoyable as it was the first time - ‘still good’!

This professional campaign titled 'The First Time' was published in United Kingdom in February, 2018. It was created for the brand: McDonald's, by ad agency: Leo Burnett. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted about 6 years ago.


Advertising Agency: Leo Burnett, London, UK
Chief Creative Officer: Chaka Sobhani
Creative Director: Peter Heyes
Art Director: Steve Robertson
Copywriter: Blake Waters
Graphic Designer: Paul Reddington
Client Service Director: Layla Potter
Board Account Director: Victoria Reiz
Account Director: Bethany Watts
Senior Account Manager: Alisa McQuaid
Account Executive: Andrew Rees
Planning Director: Max Keane
Senior Planner: Adriana Ferran
Planner: Niall Moore
Agency Producer: Michelle Hickey
Director / Production Company: Henry Mason / Bold
DoP: Stephane Fontaine
Executive Producer: Rob Godbold
Producer: Sarah Tognazzi
Editor: Dan Sherwen / Final Cut
Post Production: MPC
Sound Design: Dugal / Wave
Photographer: Myles New
Media Agency: OMD


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