Leo Burnett London has launched a new spot for McDonald's, working with Blink director Fred Rowson.

Director Fred Rowson comments: “The world of motivational videos and memes is one that we’re all familiar with, so the key was to genuinely embrace that self-serious, patronising tone. Basically, I wanted to go so far with it that people would roll their eyes, before our rug-pull. the joy of the 20 is that the reveal comes really quickly, so we’re not leaving people adrift for too long. I was lucky to have a great team – from my HODs, Anna Rhodes and Theo Garland, to the post teams at Stitch, 750mph and Black Kite – who got the gag and threw themselves into re-creating something that’s usually done on a 5d with a Gimbal. The result is a spot which feels both silly but also natural in that cinematic yet down-to-earth one that fits the McDonald's brand so well. All this said, it was the hash browns that got me to set at six in the morning, not the promise of a beautiful sunrise, so i guess like all good gags, there’s some truth in this one.”