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McDonald's new brand campaign in France imagines a world where everyone's head is replaced with an emoji.

BETC Paris created the TV spot, which continues the "Venez commes vous êtes" strapline ("Come as you are") first used in a 2010 ad. It is backed by a version of The Buggles’ Video Killed The Radio Star that was made specifically for the campaign. The work was written by Samuel Moore and David Aronson, art directed by Juri Zaech, and directed by We Are From LA through Iconoclast.