Macca’s immortalises brekkie heartbreak in new spot from W+K Sydney

We’ve all been told that breakfast is the most important meal of the day. Macca’s is doubling down on this lesson, acknowledging breakfast enthusiasts in a new campaign via Wieden+Kennedy Sydney.

The new work speaks to a subsection of fans who view the quick-service restaurant (QSR) as a go-to for breakfast. ‘Delicious Heartache’ follows a journey we are all too familiar with — missing the morning menu time slot.

The hero film is set to Roxette’s iconic ’80s ballad ‘It Must Have Been Love’. It showcases a montage of fans who missed Macca’s breakfast, contrasted with the satisfaction of those who made it in time. It finishes with a tagline, “don’t cry because you’ve missed it, smile ’cause you can get it tomorrow”.