McDonald's new campaign for its latest burger promotion begins this week with a television advertisement devised by Owens DDB.

It was directed by young Irish director Damien O'Donnell, who won a BAFTA for the film East is East, and it is quite unlike the usual fast-food advertisement in that it is a fly on the wall-type, fast-paced, realistic-looking advertisement.

It was filmed in Independent Newspapers in Abbey Street, Dublin and will be backed by a media outlay of £100,000 (€127,064).