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McDonald's is pushing its coffee's quality credentials by showing the ridiculous ways in which the fast-food giant could talk about McCafé (but doesn't).

Created by Leo Burnett London, the launch film of the new campaign pokes fun at over-the-top ways in which McDonald's could create advertising for its coffee, such as telling a cock-and-bull origin story or using a selection of models holding cups to their faces. 

After all of that, the voiceover that we've grown used to in McDonald's advertising emerges to highlight that the brand simply does "great-tasting coffee, simple".