Inspired by their original “sleepwalking” choreography, Kinjaz kickstarts their day
With craveable and delicious McDonald’s breakfast
Chicago, Ill – April 16, 2019 – McDonald’s is reminding customers there is a better way to breakfast by celebrating some of its most iconic breakfast menu items, including the English McMuffin, made with a freshly-cracked USDA Grade A egg paired with extra lean Canadian bacon and a slice of melty American cheese on a warm toasted English muffin with real butter. For this campaign, the Golden Arches has partnered with award-winning dance team Kinjaz in its latest television commercial promoting its freshly made breakfast menu items. The spot features Kinjaz co-founder Anthony Lee and members Lawrence Kao, Vinh Nguyen, JD McElroy and Justin Valles, caught sleeping on breakfast and waking up to a hot and delicious McDonald’s breakfast sandwich.
This collaboration is the latest McDonald’s commercial that features Asian American talent, following the recent spot with global K-pop star Amber Liu and digital influencer Mike Bow for the Bacon on Classics campaign earlier this year. Working with the Kinjaz continues the brand’s commitment to promote diversity across its marketing campaigns and reflecting the communities it operates in and serves.
“Breakfast is an important part of the day for all Kinjaz members and we’re honored to work with McDonald’s again, from our first local breakfast delivery for All Day Breakfast in 2015 to the current national campaign” said Anthony Lee, co-creator of Kinjaz. “It’s inspiring and uplifting to see McDonald’s continuing to supporting our community of talented and diverse performers.
The Kinjaz were formed in 2010 and are known for intricate choreography and creative storytelling through dance and new media. They’ve expanded their roles on this campaign to encompass their DIY mentality as the spot not only showcases the unique sleepwalking style created by Kinjaz but also their original music, visual and creative direction, and production force. The key team behind the scenes are Jon Shih and Gerald Nonato on visuals, Kinjaz co-founder Mike Song, manager LeeJ Razalan, and producer Addy Chan on production, all Asian Americans known for their extensive contributions to dance.
McDonald’s has been a leader in the breakfast category since the innovation of the iconic sandwich that transformed it in 1971 – the Egg McMuffin. McDonald’s moved to give customers more of their favorite breakfast items at any time of the day when it introduced All Day Breakfast in 2015 in response to consumer demand. Other positive changes include McDonald’s move from margarine to real butter and a commitment to fully transition to cage-free eggs in the U.S. and Canada by 2025. The U.S. is already 33% of the way toward fulfilling its commitment, which means we will serve more than 726 million cage-free eggs in 2019.
About McDonald’s USA
McDonald’s serves a variety of menu options made with quality ingredients to more than 25 million customers every day. Ninety-five percent of McDonald’s 14,000 U.S. restaurants are independently owned and operated by businessmen and women. For more information, visit www.mcdonalds.com, or follow us on Twitter @McDonalds and Facebook www.facebook.com/mcdonalds.