Edgar Wright directs a McDonald’s television commercial that does not feature McDonald’s

Edgar Wright is back directing TV commercials with a new McDonald’s in the office ad that breaks all of the so-called “rules.”


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Edgar Wright He is best known as the co-writer/director Spaced, Shaun of the Dead, Hot Beat, Apocalypse, Scott Pilgrim, Baby Driver, And Last night in Soho. It’s also my favourite. You’ll even see me as a zombie in Shaun’s when the camera hovers over the fence, and we see a Winchester pub covered in zombies. I’m lower right, staggering with a bag on my shoulder. Undead still need their accessories.

But he’s also done all kinds of other projects over the years, including the last one Sparks Brothers Documentary and several music videos, including for his partner at the time Charlotte Hatherley And Fumetti’s seminal video bastard childBeside Blue Song video by Mint Royale It would become one day child driver. And now, an ad for McDonald’s, his first in the UK since 2003, although he’s made two ads in the US since then, and one ad for Nike and another l Squarespace with Zendaya. This ad, titled Lift up your bows It is an unexpected turn. It does play into some of Edgar Wright’s interests, but it doesn’t become a defining caricature of an Edgar Wright ad. There are no forced signature quick cuts and two tubs of whip. Rather, it is Closer to the opening scenes of child driverAnd With the matching work of music and words being used in place of speech.

It’s a decent ad for all sorts of reasons, but the raised eyebrows, and the combined idea of ​​doing something a bit naughty, an inside joke, or a conspiracy between friends or colleagues, along with the McDonald’s logo, is really, really good. It makes going to McDonald’s a social activity among those who work together or side by side, transcending class and creed. Basically, McDonald’s in this ad is not competing with Burger King, Subway, or Gregg’s as a destination. It competes with the pub.

Edgar Wright directs a television commercial for McDonald's that does not feature McDonald's

The eyebrow-raising idea that communication is a wordless, universal trick. This ad could be broadcast anywhere – or sure, it could be adapted for locals anywhere. Language isn’t even an issue here, with any words that appear easily swapped out.

Edgar Wright directs a television commercial for McDonald's that does not feature McDonald's
YouTube screenshot of Raise Your Arches
Edgar Wright directs a television commercial for McDonald's that does not feature McDonald's
YouTube screenshot of Raise Your Arches

And tying a raised eyebrow with McDonald’s bows, if this gets enough airplay, will make this a cultural thing. A short and knowledgeable way to suggest going to McDonald’s. It is the first McDonald’s ad that does not feature McDonald’s, the people who work there, or the food itself. This is feature-led advertising rather than feature-led advertising, and these can often be long-running and impactful.

Edgar Wright directs a television commercial for McDonald's that does not feature McDonald's
YouTube screenshot of Raise Your Arches

Expect it to be the Sign to go to McDonald’s. People will do it in a self-aware way, kids will do it without sarcasm, and suddenly McDonald’s will own the expression. Also, look at the cast. Lots of distinctive faces, some of which you will recognize but may not have a name. Like “arrivals” were chosen Rebecca Septhorpe, Chris Thatcher, Phoebe Coop And Zita Zutić Koňák Who you will one day be able to embarrass when they take home the BAFTAs and the Oscars. Although nothing compares to that Daniel Kaluuya You must deal with it.

Edgar Wright directs a television commercial for McDonald's that does not feature McDonald's
YouTube screenshot of Raise Your Arches

There are more familiar Edgar Wright alumni behind the scenes, Last night in Soho Choreographer Jane Whiteed Blue Song/Bastard videos David Webb, and production designer Marcus Rowland who has done almost everything since then spaced out with and Jake Polonsky who shot a lot of his music videos back in the day, incl plutons After hours so is it sparks documentary. It’s always nice to find an opportunity to keep your regular crew in between bigger jobs, right?

Let’s not forget the music. Oh ya by Yello (like McDonald’s yellow), Made famous by its frequent use Ferris Bueller filmfollowed by The secret of my success. The double “pom-pom” bounce fits the high eyebrows of McDonald’s arches. This is the aspect that most likely saw advertising agency Leo Burnett and Moxie Pictures connect with Edgar Wright in the first place, and they would have played Scene “Go for coffee” from child driver Time and time again in virtual agency boardrooms first, I’m sure.

Edgar Wright directs a McDonald's television commercial that does not feature McDonald's
YouTube screenshot of Raise Your Arches

Other things to note, the original “sweep” of scene-opening window cleaners, puts this in a desk, but we’ll be seeing these cleaners again very soon. I immediately got both Brazil And Crimson Lifetime Warranty The vibes of this office look from the outside; Edgar Wright works like a glim. But you might even consider Billy Wilder‘s Flat. And so we stretch across the office, from the lesser staff (wearing McDonald’s yellow and red, as well as window cleaners) to the elderly, showing the unparalleled appeal of McDonald’s, a very special point for British audiences.

Edgar Wright directs a McDonald's television commercial that does not feature McDonald's
YouTube screenshot of Raise Your Arches

Outside the office, maintenance workers, security personnel, postal workers, and office cleaners are recruited to join people who might hardly be noticed by other workers. This is a surprising class fantasy, but an attractive one. Everyone is involved in a plot to go to McDonald’s for lunch. I like to slide on the security lane to signal that they are leaving the building. A laptop laying on the floor in a hurry for the door underscores the importance of it. The mood board shifts from boredom, hunger, FOMO, distraction, tiredness and thirst to a positive, relaxed, thoughtful and wake up attitude. And the doorman leading the consignment doormat at the end was real Ray Gardner energy. We’ll get to him in a minute.

Edgar Wright directs a McDonald's television commercial that does not feature McDonald's
YouTube screenshot of Raise Your Arches

Then there’s the extreme symmetry, which mirrors the symmetry of McDonald’s double arches as well. It’s just… so much fun. Of course, what happens when an entire office goes to McDonald’s at once and has to stand for about half an hour lining up to tap the screen to get served doesn’t show. This is not about reality. This is a fictional story. Even seeing a full office, and two-thirds of them not working from home is something you won’t get at Leo Burnett right now. This is not just a paean to McDonald’s as a destination but to the shared community of office life as a whole. You can’t raise an eyebrow on Zoom and grab a friend at the office to go to the nearest McDonald’s. Can we expect the government to play this around in an effort to encourage people back into the office? Strange things have happened.

Edgar Wright directs a McDonald's television commercial that does not feature McDonald's
YouTube screenshot of Raise Your Arches

As we noted above, the Ray Gardner Blackcurrant Tango TV ad below can, in many ways, be seen as the inspiration for Raise Your Arches. This ad, which shows people charging from an office and collecting others along the way, arguably did much to convince people to support the Brexit referendum in the first place. Let’s watch that again, shall we?

Posted in: Movies, Streaming, TV, YouTube | Landmark: Edgar Wright, McDonald’s, Lift Your Bows, Tango

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