As Leo Burnett lights up McDonald’s Christmas, we take a look at their journey together

Leo Burnett London continues its four-decade-long relationship with McDonald's, with a dialogue-free Christmas campaign that marks a shift away from more sentimental ads.

The agency’s 2024 campaign, "The Gift of McDonald's," continues this tradition by lighting up the festive season with an emphasis on feel-good vibes, highlighting McDonald's as a destination for holiday cheer, with a few nods to its mascots of old.

The 60-second ad puts a light angle on relatable holiday stress—last-minute shopping, wrapping gifts—and the relief of taking a pause at McDonald’s.

The campaign launched during the premiere of ‘I’m a Celebrity... Get Me Out of Here!’ on ITV on November 17, 2024.

Directed by Nicolai Fuglsig and produced by MJZ, the ad ties into McDonald's festive offerings, like the Terry’s Chocolate Orange Pie and seasonal menu items, as well as a digital gift experience on the McDonald's app.

Leo Burnett’s x McDonald’s Christmas outings

Leo Burnett has been McDonald's agency in the UK since 1986, evolving from traditional advertising to more integrated, digital, and emotionally engaging campaigns. Its memorable Christmas campaigns with the fast food brand include 2022’s ‘The Alternative Christmas List’ which introduced the concept of shifting focus from material gifts to experiences that bring families together.

2021’s ‘Imaginary Friend & Reindeer Ready’, meanwhile, told the tale of Matilda and her imaginary friend, Iggy, emphasising the theme of imagination and nostalgia for childhood. It was part of the ongoing #ReindeerReady campaign, which has been a platform to engage families with festive activities and the tradition of leaving out 'Reindeer Treats' for Santa's reindeer.

A 2013 ad, meanwhile, depicted McDonald's as a place of refuge or celebration during Christmas, showcasing different groups of people finding comfort or joy in McDonald's during the holiday season.

Our take

In 2024 Leo Burnett continues its tradition of creating ads that feel like a moment of joy amidst the festive chaos, focusing on human emotions rather than the product itself. This year’s ad takes you on a journey of joy in the face of stress, while tapping into the universal themes of Christmas like togetherness, nostalgia, and the simple, but iconic pleasures of the season.

This is a slight shift from the more tearjerking efforts of past, with the aim now seemingly placed on being uplifted without being overly sentimental.