McDonald’s returned to the Oscars stage in 2025, building on its Famous Orders campaign with a fresh twist. This time, a simple receipt became a storytelling device—one that highlights a universal truth: everyone has a go-to McDonald’s order. Even Michael B. Jordan and Julia Fox.
The ad creative successfully grabs attention, blending crave-worthy brand cues with a touch of Hollywood charm. But how does it stack up in influencing consumer action?
While “2025 Oscars: Receipt” was eye-catching and relevant, it didn’t quite drive the same level of intent as McDonald’s November 2024 spot, “What’s That.”
Both ads use celebrities to grab attention, but “What’s That” puts the food front and center, making it clear what was on offer and why viewers should act.
We break down the key creative KPIs behind McDonald’s “2025 Oscars: Receipt” and “What’s That” to reveal why one ad succeeded in building brand awareness, while the other took it a step further and drove strong consideration.
A Note on Purchase Intent
Conversions represent completed actions and can provide a snapshot of post-campaign performance, but they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.
Purchase Intent is the purest early indicator of an ad’s sales potential—but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions.
iSpot’s Creative Assessment analyzed three years of McDonald’s ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.
McDonald’s 2025 Oscars: Receipt :30
Purchase Intent Gap to Category Norm: -18% pts (48% Top 2 Box)
McDonald’s “2025 Oscars: Receipt” ad capitalized on a high-profile moment with its star-studded nods and relatable premise that underpinned the brand’s cultural cache and drove awareness.
Its standout strength was Brand Recognition, which reached an impressive 92%—11% pts. above the QSR norm. This was further reinforced as viewers rated the brand as the Single Best Thing about the spot.
However, with the ad landing 18% pts. below the category norm in Purchase Intent, it succeeded more in building brand awareness than in driving consumer intent.
McDonald’s “What’s That” :30
Purchase Intent Gap to Category Norm: +8% pts (74% Top 2 Box)
On the other hand, McDonald’s “What’s That” ad combined celebrity appeal with a strong focus on McDonald’s food and value, successfully driving higher purchase intent (+8% pts. above the QSR norm).
The spot far surpassed the brand’s Optimal Profile in key KPIs: Attention, Likeability, Relevance, Information, and Change—all five components that drive purchase intent. The ad clearly showed that while the celebrity appearances were engaging, the product itself was the Single Best Thing and not overshadowed by the stars.
By showcasing familiar menu items and a clear offer, the spot tapped into consumer cravings, driving higher Purchase Intent with food-centric and value-driven messaging.
Unlike “2025 Oscars: Receipt,” which was more of an awareness play, “What’s That” succeeded in motivating immediate consumer action.
The Takeaway?
When it comes to McDonald’s ads—and QSRs in general—putting food and value at the forefront of video ad creative is crucial for driving purchase intent. Celebrity appearances can generate buzz and draw attention, but without visually showcasing the product, the ad misses the cues that make the connection to the offer clear and immediate for viewers.
For any brand, knowing and influencing the key KPI drivers—whether it be Likeability, Attention, Relevance, Information, Change, or a unique combination—can lead to more impactful creative that boosts purchase intent.
Glossary
Brand Recognition: Measures the strength of a brand’s and/or product’s presence in the creative. Equals the percent of survey respondents that accurately identified a brand (unaided) after watching an ad.
Top 2 Box/Positive Purchase Intent: The percent of survey respondents that reported an increased desire to purchase or visit a given brand or product after watching an ad.
Single Best Thing: Survey respondents are asked to pick the Single Best Thing about an ad. Options include: Characters, Visual Scenes, Music, Brand, Product Itself, Deal or Offer, Message, and None.