This advert is a pastiche of a classic, romantic blockbuster movie moment where a man desperately tries to persuade the love of his life not to leave him - but with a McDonald’s twist.

It was decided that with the 1.1m people who pass through Piccadilly Circus every week and to preserve the organic nature of this unique poster experience, we would implement the launch by word of mouth PR/seeding. As well as utilising the usual mix of online media – blogging, social media sites. We have engaged other word of mouth advocates such as London cabbies and tour bus conductors to help spread the story and have gotten McDonald’s people excited about the sign encouraging them to spread the word too.

The poster has been live for three weeks at the time of writing this entry and already we have created distinct change in behaviour in people at Piccadilly Circus. Visitors have had their photo taken at this iconic landmark for generations but now they take a different kind of picture. Go there today and you’ll see people striking strange poses as they manoeuvre into position for their perfect shot. Also in the short time since launch people from around the world are uploading their pictures on social media sites such as Fickr. McDonald’s are hugely excited about the new creative idea and are confident that it is successful in entertaining at Piccadilly Circus.