The fast food brand McDonald’s is making the most of the heatwave’s hot weather with a creative encouraging customers to cool down with one of its milkshakes.

Led by Leo Burnett, the new out-of-home (OOH) billboard features McDonald’s iconic golden arches, partially obscured and accompanied by a single drip of strawberry-flavoured milkshake.

With no text, additional logo or further branding on the creative, the advert – which also has tiny beads of condensation in an attempt to depict the crisp nature of the chilled drink – conveys a simple message.

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The creative follows in the wake of McDonald’s previous sun-themed ad, released last month as a continuation of its ‘Raise Your Arches‘ campaign.

Here, the fast-food chain put itself on the cards for vacationers in a film that once again had no identifiable branding until the very end when the golden arches and the words ‘Fancy a McDonald’s?’ appear on the screen.

The latest milkshake campaign coincides with the fast-food giant announcing an increase of 10.3% in a year, partly attributed to the revival of McDonald’s ‘loveable’ mascot Grimace, in promotion of a new limited-edition milkshake.

The questionable brand character went viral on the social media platform TikTok earlier this year after several users compared the purple monster to something out of a horror movie.

@thefrazmaz R.I.P Grimace (and me) #mcdonalds #grimace #milkshake #grimaceshake #birthday #fakedeath #yummy ♬ Daylight – David Kushner