Description
While other brands compete for pre-game and in-game attention, we’re focusing on the moment that’s ownable to McDonald’s–the morning after any big night, especially the Super Bowl.
Everything we do starts with a fan truth. This idea came from a pretty universal one: There’s nothing like McDonald’s Breakfast to help you recover after a big night.
We found that millions of Americans planned to take the Monday after the Super Bowl off from work. Some say it should be a national holiday for…recovery. Even if you still have work, your body wants nothing more than to be horizontal. So, we thought, let’s give that opportunity to our fans.
The idea: “The horizontal breakfast”. While the country either literally is horizontal or dreams to be, we flipped our communications this match their orientation – billboards, the TV spot, our social channels all turned horizontal – because that’s the posture many of our fans will be in as they recover from the big game. McDonald’s breakfast, specifically the hot honey sausage + egg biscuit is the thing that will help you get vertical again (or at least reason enough to get vertical for a moment).
The breakfast features the hot honey sausage + egg biscuit, hash browns, and a coke.
The only thing our fans will have to do is lift their finger and press order in the app.
This professional campaign titled 'The Horizontal Breakfast' was published in United States in February, 2026. It was created for the brand: McDonald's, by ad agency: Wieden+Kennedy NY. This Film and OOH Outdoor media campaign is related to the Food industry and contains 2 media assets. It was submitted 16 minutes ago.
Credits
Client: McDonald’s
Chief Marketing Officer: Alyssa Buetikofer
Vice President, U.S. Marketing, Brand and Content: Jennifer Healan
Senior Director, Brand and Content: Guillaume Huin
Marketing Manager, Brand and Content: Jasmine Palmer
Director, Social Media and Influencer Marketing: Amanda Mulligan
Production Operations Manager: Liz-Riley Green
Brand Executive Producer (APR): Gaytana Carrino
Agency: Wieden+Kennedy New York
Global Executive Creative Director: Eric Helin
Creative Director: Mike Vitiello
Copywriter: Grady Linnihan
Art Director: Sammy Watts Stanfield
Art Director: Anna Laytham
Design Director: James Hughes
Community Lead: Jade Smith
Global Head of Production: Nick Setounski
Global Executive Producer: Kristen Johnson
Producer: Kaya Choi
Senior Creative Services Producer: Sophie Turk
Social Producer: Thomas Blount
Social Producer: Andrew MacLean
Global Executive Strategy Director: Tass Tsitsopoulos
Strategy Director: Andrew Fisher
Senior Brand Strategist: Pat Hardy
Group Social Strategy Director: Kaylah Burton
Social Strategy Director: Liz Stefan
Senior Social Strategist: Emily Hanson
Global Communications Strategy Director: Caleb Smith
Global Managing Director: Brandon Pracht
Group Account Director: Brian D’Entremont
Global Social Director: Amanda Davis
Account Supervisor: Saporah Carter
Account Supervisor: Savannah Hart
Account Executive: Adam Wills
Senior Project Manager: Julia Dedona
Director of Business Affairs: Jennifer Bilyk
Executive Business Affairs Manager: Sarah Giarraffa
Business Affairs Manager: Olaide Adejobi
Senior Talent Manager: Courtney Allen
Integrated Traffic Director: Sonia Bisono
Production Company: Even/Odd
Director: Syra McCarthy
Partner and Executive Creative Director: Malcolm Pullinger
Senior Executive Producer: Alli Maxwell
Supervising Producer: Jas Blackmon
Line Producer: Kimberly Estrada
Production Company: Agency 123
Producer, McDonald’s: Maddie Ramirez
Technical Advisor, McDonald’s: Todd Dressel
Editorial Company: Joint Editorial
Editor: Camm Neely
Assistant Editor: Robin Feldman
Assistant Editor: Thomas Gilson
Post Producer: Eric Hu
Executive Producer: Michelle Carman
VFX: Inti Martinez
Colourist: Stephanie Park
Content Manager: Ben Vaughn
Sound Company: Sonic Union
Sound Design and Mix Engineer: Kelly Oostman
Sound Producer: Justine Cortaleale
Assistant Engineer: Joey Glick
