THE REEL

All the spots wowing our Eds' eyes at the moment.

AGENCY

Leo Burnett, London
CREATIVES

Tony Malcolm, Guy Moore
AGENCY PRODUCER

Graeme Light
PRODUCTION

Moxie Pictures, London
DIRECTOR

Neil Gorringe
PRODUCER

Jess Ensor
DIRECTOR OF PHOTOGRAPHY

Richard Mott
EDITING HOUSE

Final Cut, London
EDITORS

James Rosen
POST PRODUCTION

The Moving Picture Company, London
SOUND PRODUCTION

Wave Recording Studios, London
DATE

12th Oct 2009
COUNTRY

UK
MEDIA TYPE

Television

Sometimes, just sometimes, a spot doesn’t have to have big laughs, big robots or big explosions to win us over here at The Reel. Sometimes it just needs to be bloody good at what it does. Take this new spot for McDonald’s as an example. Unflashy, unfussy and scattered all over the schedules, the spot should be as generic as they come, but an expert amalgamation of ‘it-could-be-cloying-but-manages-to-be-charming-and-honest’ copywriting, ‘pretty-enough-to-be-staged-but-well-judged-enough-to-convey-accuracy’ direction and ‘regional-everyman-yet-authoritative -and-pleasing’ narration by David Morrissey marks it out as something special. So there we go – no robots, no laughs, no bangs, just truths. At long last, we’re loving it.