BREAKFAST MEALS: DEAD ARM

	Download original version (size: 725.3 KB; duration: 00:30)
Released:	August 2007
Advertiser:	McDonald's
Brand name:	BREAKFAST MEALS
Agency:	Arnold
Country:	USA
Category:	Fast food outlets & restaurants
Tags:	Boston

Credits:

Advertising Agency: ARNOLD, USA, Boston
Executive Creative Director: Pete Favat
Creative Director: Chris Edwards/Bob Pye
Scriptwriter: Matt Ledoux
Agency Producer: Sean Vernaglia
Account Supervisor: Beth Pom
Advertiser's Supervisor: Ken Ebo
Sound Engineer: Mike Secher


Script in English
MVO: Here’s to waking up with a dead arm that feels prickly, and if you touch it, it sorta feels like it’s someone else’s arm.
I know you all too well, sleeping arm that I have to move around with my other awake arm. But I’ve gotten used to you surprising me with a dead-arm howdie-do.
If you ask me, you’re worth it, pin pricks and all. 'Cause when you help me lift a McDonalds’s Bacon Egg & Cheese Biscuit to my mouth, I instantly forgive you for going dead on me.

SFX: McDonald's mnemonic

MVO: I love you dead arm. You’re the best.
Brief Explanation
McDonald's wanted to promote their morning breakfast. They wanted spots that spoke to people just starting their day. So we thought about all the things that happen when you just wake up.

After weeding out the ones we couldn't say on air, we were left with ‘dead arm’.