THIS CHRISTMAS, IT’S TIME (AFTER TIME) TO UNLEASH YOUR IMAGINATION WITH McDONALD’S

• McDonald’s UK&I is proud to release its 2021 Christmas advert ‘Imaginary Iggy’ – a heart-warming tale of childhood imagination to get everyone #ReindeerReady this festive season
• The 90-second TV ad, which will premiere on Channel 4’s Gogglebox, is accompanied by the mesmerising classic ‘Time After Time’ sung by chart-topper Mabel; with 10p from every download going to food charity, FareShare
• As part of this year’s Christmas campaign, McDonald’s will also fund the redistribution of 5 million meals through FareShare

November 2021:  The McDonald’s Christmas advert for 2021 ‘Imaginary Iggy’ will premiere on Friday (12^th November) during Channel 4’s Gogglebox in a takeover of the full 90 second advertisement break.

Time after time, the McDonald’s Christmas advert tugs on the heartstrings of the British public and this year’s edition is no exception – delivering a touching tale of childhood wonder. Directed by creative duo, Bert & Bertie, the advert showcases how you are never too old to be in touch with your imagination.

Set to a spine-tingling rendition of ‘Time After Time’ by singing sensation Mabel, viewers will follow Matilda’s journey from a whimsical child bonding over Christmas rituals with her imaginary friend Iggy, to her growing up and leaving him behind in her childhood; until a moment of Christmas joy helps to spark her memory.

The iconic backing track perfectly evokes the theme of old memories coming back to you - a sentiment everyone can relate to. First released by Cyndi Lauper in 1983, the song has been stripped back to a gorgeous piano melody to accompany ‘Imaginary Iggy’, with Mabel giving 10p from every download to food charity FareShare.

Underpinning the campaign, McDonald’s is donating funding to enable FareShare to redistribute five million meals to families most in need this Christmas.

In the ad, we witness Matilda’s initial shy interaction with Iggy by feeding him McDonald’s Reindeer Treats (carrot sticks). Soon his comforting presence brings her out of her room and encourages her to embrace those precious Christmas moments only a child can…

But as Matilda grows older, and her love of Christmas fades, so too does her relationship with her imaginary friend Iggy. Until one year, inspired by an encounter with a young boy and his Reindeer Treats, she rushes home to look for Iggy, but will she find her friend after all this time?

On the Christmas campaign, Michelle Graham-Clare, Senior Vice President, Chief Marketing Officer said: “Christmas is such as joyous time for children and adults alike – with this year set to be better than ever as families reunite all over the country after a difficult few years. We want to make sure that McDonald’s is on hand to help the British public get Reindeer Ready on the lead up to the big day. We’re confident our advert perfectly encapsulates the magic of childhood imagination which comes alive at this time of year and provides a helpful reminder that you’re never too old to make believe. We are looking forward to seeing our customers’ reactions to the advert and hope that the friendship between Matilda and Iggy brings a smile to viewers when watching.

“We’re very proud once again to be supporting our charity partner, FareShare through our Christmas campaign, helping those in the greatest need.”

Lindsay Boswell, CEO, FareShare said " We are incredibly grateful to McDonald’s and Mabel for their kindness and generosity this winter. It is vitally important that the communities we serve are helped as much as possible, given the highly challenging circumstances many families and individuals are facing. The fantastic support of McDonald’s and Mabel will provide much needed help to many thousands of people across the UK.”

The advert kickstarts McDonald’s #ReindeerReady campaign which includes a new Festive Menu and fun, family activities which will be released over the coming weeks.

ENDS

For more information please contact McDonaldsChristmas@redconsultancy.com

Notes to editors:

•  ‘Imaginary Iggy’ was directed by Bert & Bertie and written by Leo Burnett London.

About FareShare:

FareShare is the UK’s national network of charitable food redistributors, made up of 18 independent organisations with 30 warehouses across the UK. Together, we take good quality surplus food from right across the food industry and get it to almost 11,000 frontline charities and community groups. The food we redistribute is nutritious, in-date and good to eat. It reaches charities across the UK, including school breakfast clubs, older people’s lunch clubs, homeless shelters, and community cafes. Every week we provide enough food to create over a million meals for vulnerable people. To find out more and to get involved visit fareshare.org.uk. Registered charity number 1100051

For Media Enquiries – please contact charlotte.newell@fareshare.org.uk