Entitled ‘First Day’, the ad, celebrates that reassuring feeling of familiarity a visit to McDonald’s gives its customers – your favourite food will always be available; you know exactly how good it will taste; there will always be a warm welcome and friendly service; and you can always relax and feel at ease in the restaurants - because at McDonald’s you always know what you will get.

The ad shows a young man on his first day in a new job. He is on the archetypal office tour, given by a well-practised HR woman who has an overwhelming barrage of information to give our hero, and he struggles to take it all in. Feeling a little at sea in this new environment, he decides to head for lunch somewhere more comfortable and familiar – where else but McDonald’s? Here, he orders his favourite food, and sits down to relax and enjoy it in the warm and welcoming restaurant.