In a heartwarming celebration of everyday connections, McDonald’s Germany has launched its new McSmart Snacks campaign, created in partnership with Abelone Films, director Magnus Härdner, and the agency Scholz & Friends. Centered around the campaign tagline “All of This”, the films capture fleeting, familiar moments of real life—shared bites, laughter, pauses in the day—and elevate them into reminders of how joyful simplicity can be.
Rather than relying on polished advertising tropes, Scholz & Friends crafted scripts designed to feel genuine and relatable. Magnus Härdner, known for his natural and human-centered direction, brought the concept to life with an easygoing and spontaneous visual tone. Shot in Cape Town, South Africa, and beautifully captured by cinematographer Andreas Johannessen, the four short films (each around 20 seconds) depict scenes like friends hanging out after a football match, colleagues bonding during a snack break, or the comfort of eating together while missing a bus.
The campaign is designed for versatility, with shorter edits tailored for TV, digital platforms, social media, and connected TV outlets such as Amazon Prime. Abelone Films also developed rich visual content for online use, including stills by photographer Frederike Wentzel and behind-the-scenes content from upcoming talent Yevhen Zhornyk.
In post-production, the team worked closely with Company 3’s digital colourist Dominic Phipps to preserve the campaign’s warm and grounded aesthetic. The films aim to feel more like real life than commercials, striking a relaxed, emotionally resonant chord.
“At McDonald’s, we believe some of the best memories are made in between the big events,” said a spokesperson for the brand. “With McSmart Snacks, we’re celebrating those moments—real, simple, and shared.”
By placing emphasis on honest storytelling and the power of food to connect, All of This redefines what advertising can look like: not flashy, but real. Not loud, but meaningful.
