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McDonald’s launches its 1998 Christmas promotion this week with a

spot starring a Santa Claus steadily working up an appetite for a Bacon

McDouble with Cheese.

The commercial, through Leo Burnett, is about a day in the life of a

department store Santa Claus. Santa starts his day bright, breezy and

full of energy, responding to all the children’s requests with a cheery

’If you’re very, very good ...’

As the long morning wears on, Santa is faced with a stream of demands

from energetic youngsters and his Christmas cheer gradually begins to

fade.

Eventually, Santa, in need of nourishment, staggers off for lunch. The

voiceover says: ’When Christmas knocks the stuffing out of you, fill up

at McDonald’s.’

Arriving at McDonald’s, he hungrily orders a Bacon McDouble with

Cheese.

The boy serving him cannot resist the opportunity to give Santa a taste

of his own medicine and replies to the request with the words: ’Only if

you’re very, very good.’ Santa responds with a wry ’Ho ho ho.’

The commercial is the first television campaign from the copywriter,

Martin Lorain, and the art director, Steve Jones, since they both joined

Burnetts from Euro RSCG Wnek Gosper four months ago. The film was

directed by Mick Rudman through Park Village.