McDonald’s “Free Bike Lights” ad: bright idea, dim emotional impact

In its latest spot on the Dutch market, McDonald’s teams up with influencer Kalvijn to hand out free bike lights at night. It’s a safety-focused, feel-good message that connects to urban cycling culture in the Netherlands.

We tested the ad with a Dutch audience to see whether the message shines through or gets lost in the dark.

Breaking down McDonald’s “Free Bike Lights” ad

There’s no doubt this ad is visually striking. It opens with moody nighttime shots and builds toward a warm, glowing reveal: McDonald’s giving out bike lights to cyclists.

The idea is strong. But how well does it actually land?

Let’s take a closer look at branding, emotion, and need.

Branding

McDonald’s starts in a familiar place…literally. There’s a high brand recall due to the Golden Arches and fast food setting, especially in the second half of the ad.

Overall, 58% of viewers could recognize the brand, which is well above average (48%).

But that number drops slightly when we zoom in: only 51% got the brand in the first 5 seconds. That’s a missed opportunity, especially since early branding creates stronger memory and connection.

💡 Tip: Show your brand earlier. Even just a subtle cue can help viewers stay anchored in your message.

Need

Here’s where the ad really delivers. A whopping 72% of people recognized the key message (free bike lights)—well above the 57% benchmark.

The secondary messages are also surprisingly sticky: half of the audience recalled “fast food,” and 49% picked up on the concept of “ordering food while biking.” Not bad for an ad juggling multiple themes.

The takeaway? When it comes to highlighting public benefit and customer relevance, McDonald’s nailed it.

Emotion

Aaaaand here’s where the chain falls off the bike.

Only 57% of viewers said they liked the ad. That’s below average, and the emotional impact never really peaks. While some people enjoyed the concept and influencer appearance, others found it confusing or unclear.

The ad looked good. But it lacked a strong emotional arc or payoff. Viewers didn’t always connect the dots between McDonald’s, safety, and cycling.

💡 Tip: Use humor, storytelling, or intrigue to build emotion—and keep it simple. If people don’t understand the message, they won’t feel much either.

Final thoughts

McDonald’s “Free Bike Lights” ad has a smart, meaningful concept, but it needs a little polish to shine brighter.

Key wins:

✅ Unique and socially relevant campaign idea
✅ Strong recognition of the product category
✅ Clever use of a known influencer

Opportunities to improve:

⚡ Earlier and stronger brand cues
⚡ Clearer storytelling to link message and emotion
⚡ Simpler structure to help viewers connect the dots

The verdict? McDonald’s is on the right path with this ad, it just needs a bit more clarity and heart to truly light the way.

Want to dive into the full results? Check them out on Behavio’s platform (make sure you're on desktop - we’ve got so much data, it won’t fit on a small screen).

Psst—Launching a campaign soon? Use our Ad Impact Checklist to make sure you’re hitting all the right notes.