I can't stop raising my eyebrows at the new McDonald's advert

McDonald's new advert - people in lift raising their eyebrows
(Image credit: McDonald's)

A week or so ago, McDonald's seemed to be teasing a new version of its logo on Instagram. And while at the time there were plenty of ideas around what this new logo could signify – a new adult Happy Meal, for example – it turns out we were all wrong. Because the new logo actually represents a pair of raised eyebrows, in a 60-second spot named Raise Your Arches. 

The new ad, shot by Shaun of the Dead and Hot Fuzz director Edgar Wright sees a lady in the office draw an 'M' on a Post-It and raise her eyebrows at a colleague. This eyebrow raise turns out to be the logo outline that was hiding under our noses (or above them), and is now the new signal for 'Fancy a McDonald's?'. The eyebrow raising spreads around the office until all the staff are filing down the stairs, presumably on the way to McDonald's. It's a novel take on the famous golden arches, and in all honesty, it's a stroke of genius – the entries in our best logos list could take note.

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Rosie Hilder

Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.