The Best Work You May Never See: Leo Burnett UK, Director Max Weiland Capture Rewarding McDonald's Moments For A Trucker Heading Home


Robert Goldrich
Wednesday, Aug. 3, 2022


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Following the launch of the MyMcDonald’s Rewards program in the U.K., McDonald’s and its agency partners have launched a multi-channel campaign, “More Rewarding Moments.”

Leading the campaign is this film, created by Leo Burnett UK, that tells the story of a trucker, out on the road wanting to be back home with his partner. He stops off at various McDonald’s on his journey, collecting points with each purchase. Finally, we see him back at home, having collected enough points for a McChicken Sandwich, which he gives to his partner as they share a nice moment of reconnection. To give the film a unique, cinematic look with richer colors and a natural grain, it was printed on to 35mm Kodak film.

Our hero character’s inner emotions and thoughts of missing home are played out for all to see as he sings the soulful track “Coming Home’ by Leon Bridges. The spot was directed by Max Weiland of production house Somesuch.


Client McDonald’s UK Agency Leo Burnett UK Chaka Sobhani, chief creative officer; Mark Elwood, executive creative director; James Millers, Andrew Long, creative directors; Joe Miller, creative; Hamish Cameron, strategy director. Production Company Somesuch Max Weiland, director; Scott O’Donnell, exec producer; Tom Gardner, producer; Stephane Fontaine, DP. Editorial Trim Thomas Grove Carter, offline editor. Audio Wave Parv Thind, sound engineer. Postproduction Black Kite George K, colorist; Amy Richardson, post producer. Music Sharpa Films

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