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McDonald's “Superhero” 2022

McDonald's “Superhero” (2022) is a McDonald's commercial for TBWA, produced by Serena. It won one award: Cannes Lions 2022 Film Bronze.

A mother and son visit McDonald's, where the McDonald's app transforms their ordinary meal into a superhero-themed adventure with special offers and free treats.

Video: McDonaldsinIndia on YouTube

Shot by shot

  1. A wide shot of a modern McDonald's restaurant building with cars driving by on a road in front of it during the day.© McDonald's0:04
  2. A young woman with long brown hair, wearing a black sparkly top, sips from a cup while looking to her right, sitting at a table in a McDonald's restaurant.© McDonald's0:05
  3. A boy in a hoodie plays a game on his phone as a woman in a green top stands next to him, entering a McDonald's restaurant.© McDonald's0:07
  4. A close-up shot of a McDonald's menu board and a promotional sign with the text "#THE REAL DEAL" in a fast-food restaurant.© McDonald's0:11
  5. A woman and a boy stand at a McDonald's counter, looking at the menu, while a masked employee stands behind the counter.© McDonald's0:14
  6. A woman and a boy stand at a McDonald's counter, while the woman scans a QR code with her phone, which displays the McDonald's app.© McDonald's0:17
  7. A McDonald's employee in uniform and a face mask gestures towards a phone displaying the McDonald's app with deals, inside a McDonald's restaurant.© McDonald's0:21
  8. A woman and a child stand at a McDonald's counter, while a McDonald's employee stands behind the counter, and a phone screen with McDonald's app is superimposed on the left.© McDonald's0:23
  9. A mother and her son are in a McDonald's restaurant when a group of people dressed as superheroes appear around them, surprising the mother.© McDonald's0:29
  10. A young boy in a white hoodie looks up in awe, while a woman in a green dress holds a phone and looks surprised, in a McDonald's restaurant.© McDonald's0:32
  11. A child's hands hold a tray with two McDonald's McFlurry containers, as an adult's hands are visible in the background, in a bright, indoor setting.© McDonald's0:35
  12. A McDonald's employee in uniform pulls down his face mask and smiles at the camera, with a phone screen showing the McDonald's app overlaid on the left.© McDonald's0:43

Stills © McDonald's. Made by TBWA and Serena.

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

The idea

McDonald's app turns customers into superheroes with special offers.

Tagline: “Download the McDonald's app to get the real deal.”

everyday heromagical realismsurprise revealchild's wondersecret powerbrand as enabler

The cut

Length
50 s
Shots
29
Average shot
1.7 s

What creatives use McDonald's “Superhero” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of McDonald's “Superhero”? 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 wide shot of a modern McDonald's restaurant building with cars driving by on a road in front of it during the day.© McDonald'sA young woman with long brown hair, wearing a black sparkly top, sips from a cup while looking to her right, sitting at a table in a McDonald's restaurant.© McDonald'sA boy in a hoodie plays a game on his phone as a woman in a green top stands next to him, entering a McDonald's restaurant.© McDonald'sA close-up shot of a McDonald's menu board and a promotional sign with the text "#THE REAL DEAL" in a fast-food restaurant.© McDonald's
    Frames from McDonald's “Superhero”

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

    A wide shot of a modern McDonald's restaurant building with cars driving by on a road in front of it during the day.© McDonald'sA young woman with long brown hair, wearing a black sparkly top, sips from a cup while looking to her right, sitting at a table in a McDonald's restaurant.© McDonald'sA boy in a hoodie plays a game on his phone as a woman in a green top stands next to him, entering a McDonald's restaurant.© McDonald'sA close-up shot of a McDonald's menu board and a promotional sign with the text "#THE REAL DEAL" in a fast-food restaurant.© McDonald'sA woman and a boy stand at a McDonald's counter, looking at the menu, while a masked employee stands behind the counter.© McDonald'sA woman and a boy stand at a McDonald's counter, while the woman scans a QR code with her phone, which displays the McDonald's app.© McDonald's
    Length: 50 s · Shots: 29 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a everyday hero

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

    McDonald's “Superhero” is built on a everyday hero. Search the library by idea to see every spot that uses it.

    Apple “Someday”© AppleAndrex “First Office Poo”© AndrexHORNBACH “1sqm”© HORNBACHCadbury “Garage”© Cadbury
    Apple · Andrex · HORNBACH · Cadbury

More from TBWA

  • PlayStation 2 "Mountain" (2003) commercial still© PlayStation 2PlayStation 2 “Mountain” 2003Dir. Frank Budgen · TBWACannes Lions Grand Prix 2004
  • Apple "One More Reason to iPhone" (2026) commercial still© AppleApple “One More Reason to iPhone” 2026Dir. Ayappa KM · TBWALondon International Awards Gold 2026
  • BECO. "#Stealourstaff" (2020) commercial still© BECO.BECO. “#Stealourstaff” 2020Dir. Dan Castella · TBWACreative Circle Gold 2021
  • Canal Digital "The Stakeout" (2016) commercial still© Canal DigitalCanal Digital “The Stakeout” 2016Dir. Bart Timmer · TBWAEpica Gold 2016
  • Sony Computer Entertainment Europe "Mountain" (2004) commercial still© Sony Computer Entertainment EuropeSony Computer Entertainment Europe “Mountain” 2004Dir. Frank Budgen · TBWABritish Arrows Gold 2004
  • Sony "Double Life" (1999) commercial still© SonySony “Double Life” 1999Dir. Frank Budgen · TBWABritish Arrows Gold 1999

Award-winning retail commercials

Questions

Which agency made McDonald's “Superhero”?

TBWA created it for McDonald's (2022).

What awards did McDonald's “Superhero” win?

1 awards, including Cannes Lions 2022 Film Bronze.

What is the tagline of McDonald's “Superhero”?

“Download the McDonald's app to get the real deal.”

Sources for the credits and awards

The WorkThe Work