See McDonald’s first six spots from Wieden & Kennedy New York

McDonald’s is airing six commercials during the Grammys emphasizing ingredients in one of its menu mainstays, the Quarter Pounder with Cheese.

The “It’s perfect made perfecter” campaign is the first glimpse of the creative approach McDonald’s is taking with Wieden & Kennedy New York, which the Golden Arches hired last year as lead U.S. creative shop. 

The spots showcase the beef, cheese, onions, pickles and buns of the Quarter Pounder, as well as the chain’s fries. While close-ups of burgers are nothing new in fast-food advertising, these spots suggest McDonald’s is using a fresh take on the tried-and-true method. Along with Instagram-worthy close-ups, the quick commercials feature voiceover work by Brian Cox, known to many as Logan Roy on HBO’s “Succession.” Cox discusses each ingredient in the 15-second spots, much as McDonald’s super fans might try to describe the product —if they had the accent and cadence to pull it off.

In the first spot, a sizzling hamburger patty is seen as Cox speaks about “one hot and deliciously juicy hunk of quality beef.”

He then delivers the line “it’s perfect made perfecter” (grammarians, try not to cringe) followed by his rendition of the “ba da ba ba ba” beat from McDonald’s “I’m lovin’ it” jingle. Each of the commercials follows a similar format. 

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