Thoughtfulness and love are often best expressed through simple acts. In an engaging new spot for McDonald’s, STORY’S Jeff France tells the tale of a dad who helps his daughter make it through the biggest day of her life with a little help from the restaurant chain.

Conceived by Leo Burnett, Chicago, DIY Wedding centers on the vibrant energy of a young couple’s wedding reception. Bride and groom chat with guests, pose for photos, dance in celebration… but never have time to eat. When they finally pile into a limo and prepare to leave, they realize they’re famished. To their surprise, they find a pair of McDonald’s Quarter Pounders with Cheese on a neatly-prepared tray. An accompanying note from the bride’s father states, “There’s never time to eat at your own wedding.”

France tells the story with understated charm. The wedding reception feels authentic and instantly familiar. Clues to the couple’s growing hunger are subtle. “Any moment they try to catch their breath, someone new steps up and they have to greet that person warmly,” says France. “At one point the groom glances to the side and we see his view of their untouched plates at table number one.”

The commercial was shot in the handsomely appointed backyard of a suburban Chicago home. France credits a strong cast and a dedicated crew for a production that was a model of efficiency. “There was exceptional teamwork among everyone involved,” France recalls. “On the shoot we worked quickly, went with our instincts, and kept it fresh. That’s what gives the spot its spontaneous, very believable feel, and the experience couldn’t have been more rewarding.”

STORY is represented on the East Coast by Elyse Emmer (212) 580-8568; in the Midwest by Melissa Thornley (312) 752-5369, in the Southeast by Miller + Associates, (954) 563-6004; in the Southwest by Gossip!, (214) 288-2813 and on the West Coast by Yvette Lubinsky, (310) 827-2626.

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