McDonald’s flips Gen-Z stererotypes

Fast food chain McDonald's has launched this engaging and unfiltered campaign, developed by Leo Burnett, which celebrates its young employees and highlights its role in creating jobs and upskilling people across the UK and Ireland.  

Helmed by Sara Dunlop through The Corner Shop, the documentary-style spot opens with a soundbite accusing the youth of today of being glued to their phones and unable to communicate. The film goes on to dismantle these negative stereotypes with simple, fly-on-the-wall footage capturing young people hard at work in its restaurants.  

Mark Elwood, Chief Creative Officer, Leo UK, said:“Where others may see stereotypes, we see communication, resilience, confidence, and teamwork, learned through hard work, shift-by-shift. That’s why we chose a documentary approach to the work. Real crews, real restaurants, handheld cameras, shot on film. By letting moments unfold naturally, the films celebrate the skills young people are building and the pride they take in doing the job well. This work is raw, unfiltered, and unashamedly McDonald’s.”