Sune Sorensen directed an unconventional McDonald’s ad, reminding of the meaning of Christmas

Ads, Creativity, People

Director Sune Sorensen and TPfilm created an untraditional McDonald’s spot about the most traditional time of the year; Christmas.

In an original, character driven story, a modern family is followed while rushing to board a train for the airport during the holiday season. In the midst of the bustle, the family dashes past the crowded station’s yuletide decor, buskers, stalls, and hastened travelers. Finally, they arrive just in time
for departure – only to realize that they lost their daughter.

Director Sune Sorensen:

I absolutely love the traditional Christmas spots with their heartfelt stories, and I do believe we have an equally heartwarming message in our film, but I personally tend to prefer more dramatic Christmas movies, like It’s a Wonderful Life, because they impact me more. Albeit atypical for a TVC – not least during Christmas – I felt we have space for drama in this type of advertising too”.

The film was shot in Budapest with actors Miranda Nolan, Chris Ryman and Luciana Akpobaro. The Scottish Christmas song “Auld Lang Syne” was re-recorded by musician Eve Polycarpou, who was cast as the busker in the film as well.

Sorensen continues:

Any film for me is about acting. I don’t care how elaborate the set design or how extensive the project, if the acting falls short I don’t know why we are even doing it. The human component means everything to me and that became particularly interesting on this film, because is encapsulates the directive itself: Our ability to see humanity, to stop, and to care”.

This is the first ever Christmas branding film for McDonald’s and marks a second collaboration between agency Leo’s Thjnk Tank and Sune Sorensen for the client. Earlier this year, Sorensen directed the spot “Ralphie”, which was very well received – in fact, the most succesful Happy Meal promotion in the last ten years according to agency ECD, Hans-Peter Sporer. 

McDonald’s – “The Gift” from Sune Sorensen on Vimeo.

Production: TPfilm
Director: Sune Sorensen

DoP: Rasmus Heise
Exec. Producer: Carlo Walther
Producer: Nicolas Mirbach
Steadicam: Karsten Jacobsen
Casting Director: Michael Cox @ Hammond Cox Casting, London
Post-Production: Sehsucht
Grading: Mike Bothe
Sound & Music: Ballad (Gregers Music), Copenhagen & m-sound, Munich
Musician: Eve Polycarpou
Production Service: Filmteam Kft.
Executive Producer: István Major
Producer: Péter Fülöp
Set Designer: Attila “Digi” Kővári
Stylist: Diana Marton & Ildiko Ando
Mom „Anna”: Miranda Nolan
Dad “Hans”: Chris Ryman
Daughter „Ida”: Luciana Akpobaro
Busker: Eve Polycarpou
Client: McDonald’s
Chief Marketing Officer: Susan Schramm

Director Marketing: Jörn Winkler
Department Head Marketing: Stephanie Blum
Senior Team Manager: Tatjana Uher

Managing Director Creation: Hans-Peter Sporer
Creative Director Copy: Janne Sachse
Account Director: Yasmin Gibbah
Chief Production Officer: Thomas Nabbefeld
Agency Producer: Tobias Saalmann