Creativity

McDonald's looks forward to 2068 in Big Mac anniversary ad from Spain

A fun look at the future, in which some things never change

By Alexandra Jardine. Published on May 14, 2018

Editor's Pick

Much of the Big Mac 50th anniversary work we've been seeing from around the world has focused on looking back 50 years; like Leo Burnett's nostalgic time-travel ad for McDonald's U.K., and TBWA's colorful posters that juxtapose life in 1968 with life in 2018. But a commercial from the fast-feeder's Spanish agency, TBWA Spain, tries to look forward and imagine what life will be like in 50 years time.

The futuristic spot features a guy going to work in a gleaming white office in Madrid, 2068. It has fun with the idea that while many things are different--like just having to tap your wrist to open an umbrella, or waking to a hologram alarm featuring your mom--some things never change. Our hero still gets splashed by cars in the rain, and he still gets bored at work (despite the amazing technology) and has a sneaky look at the soccer results. Oh, and despite being apparently forced to eat a dried cube of lentil stew for lunch, it's still possible to go out for a Big Mac with a hot co-worker.

El Cangrejo of Lee Films directed the spot.

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Credits

Date
May 14, 2018
Client:
McDonald's
Agency:
TBWA Spain
Chief Marketing Officer:
Natalia Echeverrio
Chief Creative Officer:
Juan Sanchez
Chief Creative Officer:
Guillermo Ginés
Global Executive Creative Director:
Leandro Alvarez
Creative Director:
Vicente Rodríguez
Creative Director:
Jose Antonio Bosch
Production Company:
LEE Films
Director:
El Cangrejo

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