French fries. A Big Mac. McNuggets. McDonald's products have iconic written all over them. They're so well recognized that they don't need an explanation. TBWA/Paris succintly communicates that idea with a set of new spots that feature people having some pretty involuntary reactions when they're faced with an image of a McD's treat.
They are quiet, simple spots, with no dialogue, and even the brand isn't actually mentioned directly in the communication. Because when you have a product like this, who needs words? Xavier Mairesse at Wanda directs.