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McDonald's “Raise Your Arches” 2024

McDonald's “Raise Your Arches” (2024) is a McDonald's commercial directed by Edgar Wright for Leo Burnett, produced by Moxie Pictures. It won 18 awards, including Cannes Lions 2023 Film Bronze, Creative Circle 2023 Gold FILM CRAFT - Best Direction (single) and Epica 2023 Silver Best Use of Music.

Office workers communicate their desire for McDonald's by raising their eyebrows, leading to a mass exodus from the office in pursuit of fast food.

Video: Leo Burnett UK on Vimeo

Shot by shot

  1. A woman in a yellow top and red skirt walks away from the camera through a busy, brightly lit open-plan office.© McDonald's0:00
  2. A young woman with reddish-brown hair, wearing a pink blazer, sits at her desk in a bright, modern office, highlighting a document.© McDonald's0:05
  3. A woman with red hair and a pink blazer looks up with wide blue eyes and a slight smile in an office setting.© McDonald's0:10
  4. A middle-aged man with a headset works on a laptop at his desk in a busy open-plan office, looking directly at the camera with a neutral expression.© McDonald's0:15
  5. Two women in an office, one in a blue dress and one in a pink suit, walk towards the camera, raising their eyebrows and smiling, as other office workers do the same in the background.© McDonald's0:21
  6. A Black woman in a business suit stands and speaks to three colleagues seated around a conference table in a modern office.© McDonald's0:29
  7. A Black woman in a business suit stands in front of a whiteboard with "POSITIVE ATTITUDE," "RELAX," "IDEA!," and "AWAKE" written on it.© McDonald's0:33
  8. A diverse group of office workers, seen from behind, rush down a modern office hallway with wood-paneled walls and glass offices.© McDonald's0:36
  9. A young man with dark curly hair, wearing a blue long-sleeved shirt and carrying a stack of papers, climbs a modern wooden staircase, looking up with a surprised expression.© McDonald's0:41
  10. A diverse group of seven office workers, dressed in business casual attire, stand together in an office, raising their eyebrows playfully.© McDonald's0:46
  11. A male janitor mops the floor in a modern office lobby as a diverse group of office workers walk past him, raising their eyebrows.© McDonald's0:49
  12. A person's hand holds a yellow mug, partially obscuring a computer monitor displaying a spreadsheet with a McDonald's sticky note in an office.© McDonald's0:53

Stills © McDonald's. Made by Leo Burnett, Moxie Pictures and Edgar Wright.

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

The idea

Eyebrow raises as a secret code for McDonald's among office workers.

Tagline: “Fancy a McDonald's?”

secret signalmass exodusoffice rebellioncontagious excitementmundane to magical

The cut

Length
60 s
Shots
34
Average shot
1.8 s

What creatives use McDonald's “Raise Your Arches” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of McDonald's “Raise Your Arches”? 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 woman in a yellow top and red skirt walks away from the camera through a busy, brightly lit open-plan office.© McDonald'sA young woman with reddish-brown hair, wearing a pink blazer, sits at her desk in a bright, modern office, highlighting a document.© McDonald'sA woman with red hair and a pink blazer looks up with wide blue eyes and a slight smile in an office setting.© McDonald'sA middle-aged man with a headset works on a laptop at his desk in a busy open-plan office, looking directly at the camera with a neutral expression.© McDonald's
    Frames from McDonald's “Raise Your Arches”

  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 “Raise Your Arches” in order, with its length, framing and what happens in it.

    A woman in a yellow top and red skirt walks away from the camera through a busy, brightly lit open-plan office.© McDonald'sA young woman with reddish-brown hair, wearing a pink blazer, sits at her desk in a bright, modern office, highlighting a document.© McDonald'sA woman with red hair and a pink blazer looks up with wide blue eyes and a slight smile in an office setting.© McDonald'sA middle-aged man with a headset works on a laptop at his desk in a busy open-plan office, looking directly at the camera with a neutral expression.© McDonald'sTwo women in an office, one in a blue dress and one in a pink suit, walk towards the camera, raising their eyebrows and smiling, as other office workers do the same in the background.© McDonald'sA Black woman in a business suit stands and speaks to three colleagues seated around a conference table in a modern office.© McDonald's
    Length: 60 s · Shots: 34 · Average shot: 1.8 s

  3. 03Ad ideas: every spot built on a mass exodus

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

    McDonald's “Raise Your Arches” is built on a mass exodus. Search the library by idea to see every spot that uses it.

    Boots “Summer Rush”© BootsMonster.com “Daybreak”© Monster.comAldi “The Miracle Ham”© AldiMcDonald’s “Veggie”© McDonald’s
    Boots · Monster.com · Aldi · McDonald’s

More commercials by Edgar Wright

  • Squarespace "Sally's Seashells" (2022) commercial still© SquarespaceSquarespace “Sally's Seashells” 2022Dir. Edgar Wright · In-house

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 “Raise Your Arches” commercial?

Edgar Wright directed it, produced by Moxie Pictures, for the agency Leo Burnett.

Which agency made McDonald's “Raise Your Arches”?

Leo Burnett created it for McDonald's (2024).

What awards did McDonald's “Raise Your Arches” win?

18 awards, including Cannes Lions 2023 Film Bronze, Creative Circle 2023 Gold FILM CRAFT - Best Direction (single), Creative Circle 2023 Gold FILM CRAFT - Best Film Editing (single) and Epica 2023 Silver Best Use of Music.

What is the tagline of McDonald's “Raise Your Arches”?

“Fancy a McDonald's?”

Sources for the credits and awards

britisharrows.comThe WorkThe Workwinners.epica-awards.comweb.archive.orgweb.archive.orgclios.comclios.comclios.comWARCweb.archive.org