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McDonald's “Imaginary Iggy” 2022

McDonald's “Imaginary Iggy” (2022) is a McDonald's commercial directed by Bert & Bertie for Leo Burnett. It won 3 awards, including Clio 2022 Bronze — Film Craft (Music - Adapted) / Music - Adapted, British Arrows 21/22 Bronze — Young & Emerging Talent Award - Agency and YouTube Ads Leaderboard UK Christmas 2021 #10.

A young girl's imaginary monster friend, Iggy, grows up with her, symbolizing the enduring magic of childhood and the comfort of McDonald's during the festive season.

Video: McDonald's Ireland on YouTube

Shot by shot

  1. A child's hand reaches for a bag of "Reindeer Treats" next to a jar of googly eyes on a woven mat, suggesting a craft activity.© McDonald's0:03
  2. A child's hand removes a drawing of a blue monster from a pink board covered with other drawings and stickers.© McDonald's0:10
  3. A young girl with dark hair in a striped shirt holds up a drawing of a green monster in her attic bedroom.© McDonald's0:11
  4. A wide shot of a McDonald's restaurant at night, with people walking past and inside, decorated with festive lights.© McDonald's0:14
  5. Three young women are sitting at a booth in a McDonald's restaurant, laughing and eating fast food.© McDonald's0:15
  6. A young boy in a striped shirt holds a carrot stick up to a man's nose, while a woman smiles beside them at a McDonald's restaurant.© McDonald's0:16

Stills © McDonald's. Made by Leo Burnett and Bert & Bertie.

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

The idea

Imaginary friends grow up with us, finding comfort and joy at McDonald's.

Tagline: “Are you #ReindeerReady?”

imaginary friend comes to lifechildhood nostalgiagrowing up montageholiday magiccomfort foodsecret companion

The cut

Length
30 s
Shots
22
Average shot
1.4 s
Format
mixed

What creatives use McDonald's “Imaginary Iggy” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of McDonald's “Imaginary Iggy”? 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.

    A child's hand reaches for a bag of "Reindeer Treats" next to a jar of googly eyes on a woven mat, suggesting a craft activity.© McDonald'sA child's hand removes a drawing of a blue monster from a pink board covered with other drawings and stickers.© McDonald'sA young girl with dark hair in a striped shirt holds up a drawing of a green monster in her attic bedroom.© McDonald'sA wide shot of a McDonald's restaurant at night, with people walking past and inside, decorated with festive lights.© McDonald's
    Frames from McDonald's “Imaginary Iggy”

  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 “Imaginary Iggy” in order, with its length, framing and what happens in it.

    A child's hand reaches for a bag of "Reindeer Treats" next to a jar of googly eyes on a woven mat, suggesting a craft activity.© McDonald'sA child's hand removes a drawing of a blue monster from a pink board covered with other drawings and stickers.© McDonald'sA young girl with dark hair in a striped shirt holds up a drawing of a green monster in her attic bedroom.© McDonald'sA wide shot of a McDonald's restaurant at night, with people walking past and inside, decorated with festive lights.© McDonald'sThree young women are sitting at a booth in a McDonald's restaurant, laughing and eating fast food.© McDonald'sA young boy in a striped shirt holds a carrot stick up to a man's nose, while a woman smiles beside them at a McDonald's restaurant.© McDonald's
    Length: 30 s · Shots: 22 · Average shot: 1.4 s · Format: mixed

  3. 03Ad ideas: every spot built on a childhood nostalgia

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

    McDonald's “Imaginary Iggy” is built on a childhood nostalgia. Search the library by idea to see every spot that uses it.

    McDonald's “Being Six”© McDonald'sTuI “Bear”© TuIHornbach “Stairway”© HornbachIron City Beer “Beer Truck”© Iron City Beer
    McDonald's · TuI · Hornbach · Iron City Beer

More commercials by Bert & Bertie

  • McDonald’s "Invisible Iggy" (2022) commercial still© McDonald’sMcDonald’s “Invisible Iggy” 2022Dir. Bert & Bertie · Leo

More from Leo Burnett

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 “Imaginary Iggy” commercial?

Bert & Bertie directed it, for the agency Leo Burnett.

Which agency made McDonald's “Imaginary Iggy”?

Leo Burnett created it for McDonald's (2022).

What awards did McDonald's “Imaginary Iggy” win?

3 awards, including Clio 2022 Bronze — Film Craft (Music - Adapted) / Music - Adapted, British Arrows 21/22 Bronze — Young & Emerging Talent Award - Agency and YouTube Ads Leaderboard UK Christmas 2021 #10.

What is the tagline of McDonald's “Imaginary Iggy”?

“Are you #ReindeerReady?”

Sources for the credits and awards

britisharrows.comweb.archive.orgclios.com