The next time you need your friends or colleagues to tag along for a bite at Mcdonald’s, just raise (arch) your eyebrows at them and you can be sure that they will get the message. This is according to McDonald’s latest ad campaign “Raise Your Arches”.

In an unprecedented move, however, the ad campaign does not show any branding for the restaurant or its food.

The intriguing commercial from Leo Burnett is based on the notion that a request to grab a McDonald’s is so basic that it can be expressed with a simple twitch of the eyebrow.

The story from Mcdonald’s Raise Your Arches ad campaign

No one alters a single world throughout the commercial. With a mere post-it note and a few clever signals,  a group of office workers joins a stampede to the fast food restaurant. The ad features McDonald’s distinctive golden arches logo as the central focus.

Edgar Wright is the producer of the film through Moxie Pictures. Wright is a British filmmaker best known for the box office hits Baby Driver, Last Night in Soho, and Shaun of the Dead.

The Raise Your Arches ad campaign is a great idea

In the current difficult days, an invitation to McDonald’s will give people a chance to let go and feel good. That’s according to Michelle Graham-Clare, chief marketing officer for McDonald’s UK & Ireland who says she can’t wait to see everyone join in the campaign and raise their arches and smiles across the globe.

Raise Your Arches Digital and Social Media Campaigns

The fast food chain has developed unique Snapchat and Instagram lenses that will make users’ arches appear raised. This will encourage users to invite their friends to a McDonald’s on social media. Two locations will have digitally altered McDonald’s Golden Arche logo with the letter “M” cropped and animated to resemble the eyebrow lift shown in the movie.

Starting tomorrow on Blue Monday, McDonald’s will have an expansive digital sales promotion created by TMS to encourage app downloads. The sales promotion will also give customers a fortnight of discounts and prizes. The campaign will run internationally for the next 12 months, with participation from nearly 40 markets.

Bottom Line

Since their key involvement in a Cadbury commercial in 2009, eyebrows haven’t made as much of an appearance in advertising as they do in this ad. Here, the commercial introduces a hilarious new positioning for McDonald’s.

Wright, whose soundtrack included Yello’s Oh Yeah is a brilliant choice by Leo Burnett. However, the social media campaign will probably be what brings the concept to life.