Welcome to another month of tda’s favourite campaign picks from the marketing industry! This month we are looking at British Airways, McDonald’s and Burger King.
1. British Airways Celebrates the Magic of Looking Out the Window
British Airways and Uncommon are back with a new chapter in their brand storytelling: ‘Reflections’. Building on last year’s much-loved ‘Windows’ campaign, this continuation focuses on those quiet, universal moments of wonder mid-flight — when you’re gazing out of the window and the world feels impossibly wide.
The imagery is simple and striking: the BA emblem reflected on an engine, framed by views of New York, London, Marrakesh, the Pyrenees and beyond. No big stunts. No over-complication. Just beautiful, real perspectives from real journeys.
This campaign taps into emotion rather than spectacle. It celebrates flying not as a transaction, but as an experience filled with anticipation, memory, and personal meaning. British Airways continues to position itself as more than an airline: it’s a carrier of stories, moments, and reasons for going somewhere.
2. McDonald’s Pulls Off the “Tastiest Heist” with Its World Menu Launch
McDonald’s UK and Leo Burnett have tapped into a very real fan behaviour: menu envy. You know that moment when you see a McDonald’s menu abroad and think, “Why don’t we have that?” Well – now we do. Sort of.
The World Menu Heist campaign playfully invites UK customers to “steal” some of the most iconic McDonald’s items from around the world. Think Japan’s Garlic & Black Pepper McNuggets or Canada’s Maple BBQ & Bacon Double Quarter Pounder – all delivered with a glossy, cinematic heist movie storyline.
The launch rolls out like a blockbuster premiere: a 60” hero film, staged “leaks” on social, influencer content, and surprise drops that make the menu feel like something worth chasing. It’s not just a limited edition menu – it’s an event.
We love how the campaign is grounded in a universal fan truth: everyone has a favourite international McDonald’s item they wish they could get at home. Instead of just announcing a menu, McDonald’s turned it into a cultural moment, with storytelling, suspense, and playful audience participation. And worth mentioning, they’ve done well as for the past few weeks McDonald’s drive throughs in Edinburgh have been packed like never before!
3. Honorary Halloween Throwback: Burger King’s Iconic #ScaryClownNight (2017)
Some Halloween campaigns come and go — and some become culture.
Burger King’s #ScaryClownNight is still one of the greatest seasonal brand moments we’ve seen.
Back in 2017, the It remake was everywhere. Clowns had suddenly become the costume of the year, overtaking zombies, witches, vampires — the whole crew. And for a brand whose biggest rival has a clown as its mascot… the opportunity was too perfect to ignore.
So Burger King did what Burger King does best: they trolled. On Halloween night, anyone who showed up to a Burger King dressed as a clown got a free Whopper. Message: “Come as a clown, eat like a King.”
The campaign rolled out with a tongue-in-cheek horror-style film (featuring a very familiar-looking clown), supported by social, PR, influencer buzz and in-restaurant activations — coordinated across 35 countries. No big media spend, just smart timing and pop culture fluency.
The result?
- 2.1 billion earned impressions
- Coverage across 40+ countries
- 110,000+ clowns showed up IRL
And “clown” became the trending Halloween costume globally.
Why we still love it
This campaign is the perfect example of understanding cultural context and brand personality. It was timely, cheeky, and deeply rooted in what people were already doing and talking about.
It’s bold. It’s fun. It’s unmistakably Burger King.
And honestly? We still think about it every October. ????????????
