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McDonald's launches its extended breakfast hours with a spot about the devastation of being late.

Maccie's ad follows members of the British public as they experience the crippling disappointment of arriving just one moment late. While a family misses a goal at a football match, a weary commuter falls short of his train. It ends as a man rushes to McDonald’s at 10:32am to find that the breakfast deadline has been pushed back to 11am, prompting the tagline: "No rush, no drama".

The work was created by James Millers, Dan McCormack, Luke Boggins and Andrew Long, and directed by Jake Mavity through Friend. The media agency is OMD.