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8 July 2021

Gag reflex.

by Andrew MacGregor


McDonald's: “Laughter” - 60s

Face masks have dulled many social interactions over the last sixteen months, whether between loved ones or complete strangers. Facial expressions are harder to read, and smiles are hidden behind polymers and cloth.

This 60" McDonald's ad goes to the other end of the spectrum, with a medley of laughs, chuckles, and guffaws that proves, well, contagious. We particularly like the three workmen whose glee sparks an exodus of nearby pigeons.

Some viewers may interpret this as an overdose of Joker toxin, or proof that lockdown has driven everyone a bit doolally. For others, it's a hearty, relatable farewell to inhibitions after months of profound restraint.


Creative Agency: Leo Burnett Ⓟ Ⓦ
Film Production: Academy Films Ⓟ Ⓦ
Director: Billy Boyd Cape Ⓟ Ⓦ
Producer: Juliette Harris
Executive Producer: Simon Cooper
Cinematographer: Patrick Meller
Production Designer: Lucie Red
Costume Design: Lucy Hagan
Editor: Billy Mead Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: Semley Wilkinson @ Framestore Ⓟ Ⓦ
Colourist: Toby Tomkins Ⓟ Ⓦ @ Cheat Ⓟ Ⓦ
Sound Designer: Jack Hallett @ Factory Ⓟ Ⓦ

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