TV ad: McDonald's: When The CRAVE Hits

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There’s a moment many of us know well—when a craving strikes. It’s unplanned. It’s instinctive. And more often than not, it leads straight to McDonald’s. That very moment sits at the heart of McDonald’s latest campaign across the Nordics, encouraging people to reconnect with that familiar urge for a freshly prepared burger. During interviews conducted across the Nordics, the team uncovered a key insight: nearly everyone recognized the feeling of craving not just any burger, but a McDonald’s burger specifically. This sentiment became the foundation for the campaign, designed to awaken appetites and evoke cravings through sensory-rich storytelling—bringing to life the signature McDonald’s experience, from the sizzle to the first bite.