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2 February 2020

Tears of a Clown

by Syd Briscoe


McDonald's: “Grand Big Mac” - 30s

McDonald's mine the universal leveller that is grief in this effective bait-and-switch ad scored by Roxette’s ‘It Must Have Been Love’. The protagonists each appear devastated, beset by some awful off-screen tragedy and tugging on audience heartstrings with the sheer sadness on their faces. At least, until the Grand Big Mac boxes show up.

It's a hard-working spot which achieves plenty in its 30" runtime, ensuring that the central joke lands without overstaying its welcome. Director Alicia MacDonald has the comic timing just right too, allowing us enough time to wonder what's sparked the upset before revealing its burger-based cause. Let's hope those boxes are recycled, too.


Creative Agency: Leo Burnett Ⓟ Ⓦ
CCO: Chaka Sobhani ♀ Ⓟ Ⓦ
Creative Director: Graham Lakeland
Creative: Sam Hughes / Michaela Pannese ♀
Account Director: Steph Bates
Account Manager: Rob Ellen
Account Executive: Sophie Hedgley
Agency Producer: Helen Choonpicharn
Film Production: Missing Link Films Ⓟ Ⓦ
Director: Alicia MacDonald ♀ Ⓟ Ⓦ
Producer: Ben Link
Cinematographer: Kate Reid ♀
Editor: Rachael Spann ♀ Ⓟ Ⓦ @ Work Ⓟ Ⓦ
Film Lab: Cinelab London Ⓟ Ⓦ
Post Production: Framestore Ⓟ Ⓦ
Sound Designer: Sam Robson Ⓦ @ 750MPH Ⓟ Ⓦ
Music: It Must Have Been Love - Roxette

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