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McDonald's has launched a campaign hailing the most important meal of the day - breakfast.

The ad begins as a housebound foodie picks up a freshly delivered Sausage and Egg McMuffin from her front door. Natalie Cole’s This Will Be (An Everlasting Love) begins to play as Brits tuck into their McDonald’s breakfasts, from tired parents to office staff and frontline workers. It ends with the tagline: "Breakfast, done properly". 

The TV ad launched alongside 20-second versions, as well as digital, radio and outdoor activity showing McDonald’s wrapping post-breakfast. It was written by Phoebe Talbot and Hayley Power, art directed by Cathryn Carey and Steve Robertson, and directed by I Hate Suzie’s Georgie Banks-Davies through Rogue. Media is handled by OMD. 

This is the latest McDonald’s campaign to be launched during the coronavirus pandemic, the first of which, "Welcome back", celebrated the fast-food chain's return to the high street following the first leg of lockdown in July.