The Best Work You May Never See: Leo Burnett London Creates McDonald's McDelivery ITV Movie Idents


Robert Goldrich
Tuesday, Jul. 9, 2019


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McDonald’s and Leo Burnett London have launched a campaign celebrating McDonald’s McDelivery being part of late-night Movie Nights on ITV2 ITV3 and ITV4. The campaign is part of a sponsorship deal between ITV and McDelivery powered by Uber Eats, for the broadcaster’s post 9pm digital network film package.

The campaign consists of a number of ad-breaks across a range of movie genres including: action, period drama, horror, space/sci-fi, western, kung fu, fantasy and romantic comedy. In each of the idents, a McDonald’s McDelivery turns up during familiar movie sequences.

A joint statement from James Millers and Andrew Long, creative directors at Leo Burnett London, read: “Your favorite food and your favorite films, together at last. Like when Harry met Sally, the partnership between McDelivery and ITV Movies just works. And what better way to kick things off than this bunch of mini blockbusters featuring a McDelivery turning up in the doorway of different movies.”

The partnership covers over 1,200 movies and will see the McDelivery idents appear across a series of films showing after 9pm throughout the two-year deal.

In the Kung Fu ident, we see a man defending himself against three attackers. He then sees an outline of his next “opponent” and shouts “show yourself!” He is then met with a McDelivery rather than his expected antagonist. Each ident contains the sponsorship message, “McDelivery with Uber Eats sponsors movies nights on ITV2 / ITV3/ ITV4.”  

In total, the campaign consists of eight films, all of which are 10 second spots.

Directing the idents were Samuel Petursson and Gunnar Olafsson of production house Tantrum.


Client McDonald’s Agency Leo Burnett London James Millers, Andrew Long, creative directors; Steph Ellis, Rory Hall, creative team; Joe Beveridge, planner. Production Company Tantrum Samuel Petursson, Gunnar Olafsson, directors; Will Bex, DP; Will Waters, exec producer; Ben Smith, art director. Editorial Nik Hindon, Ed Coope, editors. Postproduction MPC

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