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McDonald's France Goes Full Chase for a Better Burger in 2024
McDonald's France launched "More irresistible than ever" in February 2024, a film campaign created with TBWA\Paris and directed by Tom Kuntz, built around genuine recipe improvements to the Big Mac, Double Cheese, and Royal Deluxe burgers, using a high-energy genre-film chase to communicate tangible product upgrades across the United States and France.
The campaign originates in a concrete product initiative. According to Muse by Clio, McDonald's France announced an evolution in the preparation processes of its iconic burgers, promising results that are hotter, juicier, and tastier. The specific changes are substantive: more melted cheese, steaks now cooked with onions, warmer bread, and increased sauce quantities in the Big Mac. As reported by snacking.fr, these updates represent nearly fifty ingredient or process changes developed over seven years of research, giving the creative brief an unusually strong product foundation.
Rather than announcing these improvements through a conventional product demonstration, McDonald's France and TBWA\Paris chose entertainment as the primary vehicle. The resulting film, titled internally as "Chase," runs seventy seconds and constructs a series of increasingly epic pursuit scenarios, each inspired by conventions from genre cinema. The strategy marks a deliberate creative pivot. As noted by adsoftheworld.com, the campaign abandons the emotional register that has long characterised fast-food advertising in favour of pure cinematic spectacle, establishing what the brand describes as a new advertising chapter. In the United States, where the campaign was also published in February 2024, the film landed as a demonstration that McDonald's France was willing to invest in entertainment-first storytelling to reassert the iconicity of its core burger menu. The Clapboard Score for this campaign is 63 out of 100.
McDonald's France holds a commanding position in a competitive quick-service market. According to Retailfranchisingco Wordpress, McDonald's France recorded €6.1 billion in sales across 1,589 locations in 2024. Its nearest competitor, Burger King France, reported €2.0 billion in 2024 sales according to the same source, while KFC France reached €885 million and Quick France approximately €500 million. Per retailfranchisingco.wordpress.com, McDonald's and Burger King together represented more than forty percent of the French fast-food market in 2024, with McDonald's France holding a proxy share of approximately 64.3 percent of combined four-chain sales.
That dominance does not eliminate pressure. Burger King France has grown consistently, and the broader quick-service category competes with an expanding array of casual dining and delivery options. In the United States, McDonald's faces a similarly mature and contested landscape, where brands including Shake Shack and Five Guys have built reputations around premium ingredient quality, applying upward pressure on legacy chains to demonstrate that their core recipes remain relevant and competitive.
The strategic insight driving "More irresistible than ever" is that genuine product improvement, when communicated with sufficient creative force, can function as both a quality signal and a brand-building act. TBWA\Paris has held the McDonald's France account since 1985, a partnership of thirty-nine years by the time the campaign launched, according to tbwa-paris.com. That long-standing relationship gives the agency rare institutional knowledge of how to distinguish a meaningful product evolution from routine menu noise. By grounding the campaign's entertainment in verifiable recipe changes, the work earns the right to its hyperbolic tone. The shift from emotional advertising toward cinematic spectacle also reflects a broader industry observation: in a fragmented media environment, content that generates genuine viewing behaviour carries a strategic premium over content that merely generates goodwill.
Tom Kuntz directed the "Chase" film for McDonald's France and TBWA\Paris. Kuntz is a director with a sustained track record in high-concept commercial filmmaking, and his involvement signals the level of production ambition brought to this campaign. The film runs seventy seconds, as documented by bestadsontv.com, and constructs a sequence of escalating pursuit scenarios drawn from the visual grammar of action, thriller, and adventure cinema.
The creative leads at TBWA\Paris were Executive Creative Directors Benjamin Marchal and Faustin Claverie, with Art Directors Léna Monceau and Julia Deshayes contributing to the visual execution, as credited by adsoftheworld.com. Faustin Claverie articulated the campaign's product-first philosophy in a statement published by Muse by Clio on February 7, 2024: "McDonald's burgers are now better than ever thanks to several innovations, but the soul of the iconic recipes will remain the same." That statement frames the creative tension the film must resolve — communicating change while reassuring audiences that the products they recognise remain intact.
The production company was Henry, according to shots.net, which also published a piece titled "McDonald's cuts to the chase" reflecting a positive editorial reception for the film's formal ambitions. The soundtrack deploys Mozart's Requiem, performed by Bisul Music as credited by shots.net, a choice that amplifies the film's sense of operatic absurdity and distinguishes it sonically from the upbeat pop conventions typical of fast-food advertising. The genre-parody format allows the Big Mac and Double Cheese to function as objects of desire worth pursuing across impossible cinematic landscapes, translating the product improvements into something visceral rather than informational. In the United States, where audiences have substantial exposure to genre cinema conventions, the film's references read with particular clarity. The combination of a practised commercial director, a strong creative team, and a genuinely differentiated soundtrack gives the execution a level of craft that supports its entertainment-first ambitions.
The film version of "More irresistible than ever," catalogued under the title "Chase" on adsoftheworld.com, recorded 4,774 views on that platform as documented by clapboard.com, offering a partial indicator of industry and professional audience engagement rather than a measure of consumer reach. No broader verified campaign performance data — including sales lift, brand tracking shifts, or paid media reach figures — is publicly available for this campaign at the time of writing.
Structural analysis supports a measured assessment of effectiveness. The campaign operates on a dual-proof model: the product changes are real and specific, lending the creative claim credibility that purely aspirational advertising cannot access. The director's ability to sustain comic momentum across seventy seconds without losing the product as the narrative anchor is a genuine craft achievement, and the Mozart Requiem soundtrack creates a distinctiveness that aids recall. Against competitors such as Burger King France, which according to retailfranchisingco.wordpress.com recorded approximately five percent sales growth to €2.0 billion in 2024, McDonald's France's decision to invest in premium entertainment-led creative rather than promotional messaging reflects confidence in brand equity over short-term price competition. In the United States, where the campaign was published in February 2024, the film's genre-cinema fluency positions it to earn organic viewing behaviour beyond paid placement. The Clapboard Score of 63 out of 100 reflects a campaign that executes its entertainment premise with competence and genuine creative ambition, held back from a higher score by the absence of a measurable outcomes record and by a creative approach that, while accomplished, does not substantially reinvent the chase-film format it borrows from.
"More irresistible than ever" is a 2024 film campaign created by TBWA\Paris for McDonald's France. Directed by Tom Kuntz, it uses a genre-film chase format to communicate genuine recipe improvements to the Big Mac, Double Cheese, and Royal Deluxe burgers, including more melted cheese, onion-cooked patties, and increased Big Mac sauce.
Tom Kuntz directed the Chase film for McDonald's France and TBWA\Paris. The seventy-second film was produced by Henry and features Mozart's Requiem performed by Bisul Music as its soundtrack, as credited by shots.net. Executive Creative Directors Benjamin Marchal and Faustin Claverie led the creative work at TBWA\Paris.
McDonald's France announced more melted cheese, steaks cooked with onions, warmer bread, and more sauce in the Big Mac. According to snacking.fr, these updates are part of nearly fifty ingredient or process changes developed over seven years of research, covering iconic menu items including the Big Mac, Double Cheese, and Royal Deluxe.
TBWA\Paris has held the McDonald's France account since 1985, according to tbwa-paris.com. That relationship spanned thirty-nine years by the time the More Irresistible Than Ever campaign launched in February 2024, giving the agency deep institutional knowledge of the brand's core products and communication history.
The Clapboard Score for More Irresistible Than Ever is 63 out of 100. The score reflects competent and genuinely ambitious entertainment-led creative execution, with the Big Mac and Double Cheese positioned as cinematic objects of desire, offset by the absence of a publicly verified performance outcomes record.
The campaign was published in the United States in February 2024, with a documented launch date of February 5, 2024, according to adsoftheworld.com. The film was created by TBWA\Paris for McDonald's France and represents a creative shift toward cinematic entertainment as the primary register for the brand's burger communication.
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