The campaign is based around the premise that children love boxes – no matter what shape, colour or size – and that the Happy Meal box has its own “sense of intrigue”.
The 40-second TV ad, created by Leo Burnett, features observational footage of the real actions and emotions that are displayed by children when they are presented with a box – from putting it on their head to turning it into a rocket.
It will be supported by a national press campaign carrying the TV ad’s strapline “What is it with kids and boxes?”. Media planning was handled by OMD.
The activity, which airs from 15 March, follows February’s “We all have McDonald’s in common” ad, which followed a boy struggling to come to terms with his mum’s boyfriend moving in.