Description
This McDonald’s ad isn’t really about Wi-Fi. It’s about relevance. The brand takes a modern need, connection, and treats it like food: something you’re served. The visual joke (a burger box opening like a laptop) instantly reframes McDonald’s as a place to sit, stay, and plug into your life, not just grab and go.
How it works
People don’t remember brands for what they sell, they remember how brands fit into their day. This ad says: we get how you live now. Students, freelancers, travelers, bored teens, it quietly invites them all in without calling any of them out.
The copy is minimal, almost throwaway. That’s intentional. The idea does the heavy lifting. By turning Wi-Fi into a “menu item,” McDonald’s collapses the distance between physical and digital comfort. No explanation. No feature list. One sentence, one visual metaphor, instant understanding.
How it can be reused
This is a masterclass in making a secondary feature feel core. If your product has an “extra” people already value, don’t overexplain it. Reframe it. Treat it as part of the main experience. When convenience feels intentional, brands feel smarter, and more human.
