Still from McDonald's Raise Your Arches campaign film showing four young people looking out from a grey car

McDonald’s raises its eyebrows for summer

Leo Burnett continues the brand’s Raise Your Arches campaign with a summertime spot directed by Michael Gracey

McDonald’s has always found ways of squeezing the most out of its golden arches, from wayfinding to a symbol for its delivery service.

The brand doubled down earlier this year with the launch of Raise Your Arches, a new campaign that turned raised eyebrows into shorthand for an invitation to go to McDonald’s.

The Raise Your Arches campaign is back with a summertime edition directed by Michael Gracey, which shares certain cues with Edgar Wright’s spot from January, such as the soundtrack and the general emphasis on eyebrows.

However there’s a seasonal spin for this new spot which, as is customary when it comes to the summer holidays, is spent in queues on the motorway. The film, called Next Stop, McDonald’s, takes something that causes collective misery and transforms it into something more joyous – if only traffic jams were really that upbeat.

Agency: Leo Burnett
CCO: Chaka Sobhani
Creative Partners: Andrew Long, James Millers
Creatives: Joe Miller
Production Company: Partizan
Director: Michael Gracey