McDonald’s is celebrating a habit almost every customer will recognise. The order is meant to be eaten at home, but it rarely gets there whole. Its new ads catch people eating in the drive-through lane, on the walk back to the car and in the lift on the way up to their flat.
The Bag That Gets Opened Too Early
The idea starts with a simple truth about takeaway food. The trip from the counter to the table is short, but it is long enough for willpower to give out. The smell is in the car, the bag is warm, and the first bite rarely waits.
McDonald’s Paraguay and its agency Oniria\TBWA built a campaign around that moment. The brand describes it as the impatience that “can make certain situations a little harder to handle.”
Three Places the Willpower Breaks
The campaign follows the meal through 3 everyday scenes. In the first, a customer digs into the order at the drive through before the car has even moved. In the second, someone eats on the walk back to the car, juggling the bag, the drink and the keys. In the third, the food is opened in the lift, a few floors short of the dinner table.
Each scene is a little awkward. Eating on the move is clumsy, but in every version, waiting is never really an option.
Why It Feels Real
The campaign leans on humour and realism instead of polished food photography. The people are caught mid bite, the packaging is half open, and the moments are the kind customers have lived through themselves.
That approach turns a habit people might feel slightly embarrassed about into something the brand openly celebrates. A meal so good that it rarely survives the journey home is the product claim, delivered without anyone having to say it.
Sebastián Sorera directed the film and shot it as director of photography, with Barraco Films producing.
Where It Started
The campaign builds on earlier work from the same team. In September 2025, McDonald’s Paraguay and Oniria\TBWA released Impatients, a print series built on the line “El hambre siempre le gana a la paciencia,” or “Hunger always beats patience.”
Those ads showed torn bags and half open boxes, the evidence of someone who could not wait to unpack their order. The new campaign takes the same idea out of the still frame and into film, following the customer as the impatience happens.
Where It Runs
The campaign runs across digital platforms, social media and print, with both static images and short films.
The Team Behind It
The work was led at Oniria\TBWA by chief creative officer Camilo Guanes and creative director Manuel Rolón, with creatives Diego López and Pere Escobar. Fátima Mallorquín led marketing for McDonald’s.
Most food advertising shows a meal arriving perfectly at the table. McDonald’s Paraguay is happy to admit most of its takeaways never get that far.
Campaign Name: Impatience
Agency Name: Oniria\TBWA (production by Barraco Films)
Brand Name: McDonald’s Paraguay
Location: Paraguay (October 2026)
