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McDonald's “Emoticon city” 2015

McDonald's “Emoticon city” (2015) is a McDonald's commercial directed by We Are From LA for BETC, produced by Iconoclast. It won one award: Epica 2015 Silver Restaurants, Bars & Cafés.

A vibrant city where everyone has an emoji for a head, reflecting their emotions and daily lives, culminates in a McDonald's where all feelings are welcome.

Video: BETC Paris on YouTube

Shot by shot

  1. An aerial shot of a city with various emoji-like icons floating above buildings, under a clear blue sky.© McDonald's0:00
  2. A group of people with emoji heads are riding in a convertible car, passing by a building with a "CREPERIE" sign.© McDonald's0:04
  3. Four emoji characters, one wearing sunglasses, ride in a light blue convertible car down a city street on a sunny day.© McDonald's0:08
  4. A group of young people with emoji heads are standing and interacting on a city street, with reflections of buildings in the background.© McDonald's0:12
  5. A person with an emoji head tries on a black sweatshirt with emoji faces, standing at an outdoor market stall with an "E.W.A." t-shirt in the foreground.© McDonald's0:17
  6. A person in a varsity jacket with a neutral emoji head walks past a wall with posters, as other emoji-headed people are seen in the background on stairs and a bicycle.© McDonald's0:21
  7. Three emoji characters in sunglasses drive a light blue convertible car down a city street, passing a billboard.© McDonald's0:24
  8. A person with an emoji head enters a McDonald's, while another person with an emoji head disposes of trash in a bin.© McDonald's0:31
  9. A person holds a pink smartphone, taking a picture of a McDonald's cheeseburger and fries on a tray, with a cartoon burger appearing on screen.© McDonald's0:36
  10. A person wearing a yellow emoji mask with wide eyes sips a pink drink through a straw, holding the cup with both hands in an interior setting.© McDonald's0:40
  11. A couple with emoji heads kiss at a McDonald's table, then look surprised, with a Big Mac and fries on the tray.© McDonald's0:44
  12. A person wearing a yellow emoji mask with a surprised expression sits at a table in a McDonald's, waking up from a nap.© McDonald's0:49

Stills © McDonald's. Made by BETC, Iconoclast and We Are From LA.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Emoji-headed people navigate a city, expressing emotions, finding acceptance and joy at McDonald's.

Tagline: “Come as you are.”

anthropomorphic characterscity life montageemotional journeybrand as safe havenvisual metaphormusical underscore

The cut

Length
60 s
Shots
45
Average shot
1.3 s

What creatives use McDonald's “Emoticon city” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of McDonald's “Emoticon city”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    An aerial shot of a city with various emoji-like icons floating above buildings, under a clear blue sky.© McDonald'sA group of people with emoji heads are riding in a convertible car, passing by a building with a "CREPERIE" sign.© McDonald'sFour emoji characters, one wearing sunglasses, ride in a light blue convertible car down a city street on a sunny day.© McDonald'sA group of young people with emoji heads are standing and interacting on a city street, with reflections of buildings in the background.© McDonald's
    Frames from McDonald's “Emoticon city”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of McDonald's “Emoticon city” in order, with its length, framing and what happens in it.

    An aerial shot of a city with various emoji-like icons floating above buildings, under a clear blue sky.© McDonald'sA group of people with emoji heads are riding in a convertible car, passing by a building with a "CREPERIE" sign.© McDonald'sFour emoji characters, one wearing sunglasses, ride in a light blue convertible car down a city street on a sunny day.© McDonald'sA group of young people with emoji heads are standing and interacting on a city street, with reflections of buildings in the background.© McDonald'sA person with an emoji head tries on a black sweatshirt with emoji faces, standing at an outdoor market stall with an "E.W.A." t-shirt in the foreground.© McDonald'sA person in a varsity jacket with a neutral emoji head walks past a wall with posters, as other emoji-headed people are seen in the background on stairs and a bicycle.© McDonald's
    Length: 60 s · Shots: 45 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a anthropomorphic characters

    Before you present an idea, you need to know who has done it, and how.

    McDonald's “Emoticon city” is built on a anthropomorphic characters. Search the library by idea to see every spot that uses it.

    Aldi “Like Brands”© AldiBritish Gas “The Things”© British GasTopgolf “Magic of Topgolf”© TopgolfIKEA “The Little Robot”© IKEA
    Aldi · British Gas · Topgolf · IKEA

More commercials by We Are From LA

More from BETC

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Who directed the McDonald's “Emoticon city” commercial?

We Are From LA directed it, produced by Iconoclast, for the agency BETC.

Which agency made McDonald's “Emoticon city”?

BETC created it for McDonald's (2015).

What awards did McDonald's “Emoticon city” win?

1 awards, including Epica 2015 Silver Restaurants, Bars & Cafés.

What is the tagline of McDonald's “Emoticon city”?

“Come as you are.”

Sources for the credits and awards

winners.epica-awards.com