McDonald’s: Climbers

The first spot via Leo Burnett London shows a couple being dropped off by a guide in the South African wilderness. “This is the real South Africa,” they are told. “It doesn’t get much more romantic than this.” But the couple’s smiles turn to nervous glances as the guide lists all the wild animals that are present, before handing the couple some camping gear and driving off. We then get a view of the South African Stack, with its smoky BBQ sauce, bacon, Pepper Jack cheese, hot & spicy mayo in a paprika-topped bun. ‘Climbers’, the second in the series, shows a young couple in the Swiss mountains. Their guide introduces the 14,000-foot climb and abseil they will shortly be embarking on, while they listen on anxiously, with the voiceover then turning our attention to the McDonald’s Swiss Stack with Emmental cheese sauce. The third, titled ‘Re-enactment’, shows two young men dressed in traditional gladiator outfits being taken to an arena and invited to fight. “To survive you will need heat, passion and fire” they are told, but what initially appears to be a joke soon becomes all too real. “Sometimes a taste is all you need,” repeats the voiceover, this time showing the McDonald’s Italian Stack with Pepperoni.