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McDonald’s UK has launched a campaign to promote the Deli Choices range. The TV commercial, created by Leo Burnett and titled ‘The Bobbing Heads of Swindon’, introduces the viewer to the idea that lunchtime just can’t come soon enough with the Daily Deal on Deli at McDonald’s. An office, full of people keep popping their heads up to look at the clock – but the time just before lunch is taking forever to pass. As the clock strikes midday and signifies lunchtime, they all head in delight to experience their lunch hour.

Supporting this theme is a suite of radio ads, each covering a person rushing through their daily job to get to lunchtime as quickly as possible, and outdoor, which promotes the Daily Deal on Deli: a different, freshly prepared wrap or sandwich available each day for just £1.99.

The TV and radio campaigns were created by Sabina Kelly and Phil Deacon. US (Chris Barrett and Luke Taylor) at Knucklehead directed the TV commercial, while the work is also supported by an outdoor campaign designed by Marc Donaldson and led by Lance Crozier, the Head of Art.