As part of McDonald's 40th anniversary campaign in the U.K., the brand is launching a series of TV ads depicting milestone moments from people's lives (with McDonald's playing a role in each). The ads encourage people to visit its anniversary website and submit their memories as part of its wider campaign.
The TV work, by Leo Burnett London, launched during the first episode of the new season of "The X-Factor" this weekend. The ads portray McDonald's as being integral to people's seminal moments; for example moving home, a first date or a rainy camping trip. All are played out to soundtracks from the 1970s, the decade that McDonald's launched in the U.K. -- for example, Thin Lizzy's "The Boys Are Back In Town" to illustrate this gently humorous spot featuring a boy getting to grips with a drive-thru McDonald's after passing his driving test. They were directed by Pete Riski at Rattling Stick.