Imaginary Iggy
YouTube loads only when you choose to watch.
The story
Why it stays with you
A girl's imaginary friend becomes part of her Christmas world, then waits as she grows older. Imaginary Iggy finds its emotion in remembering how childhood felt.
The imaginary friend gives a familiar growing-up story a visible companion. Christmas becomes a way of measuring what has changed, and what might still be recovered.
Our reason for including it is the character-led storytelling. Rather than asking a product to carry the emotion, the film lets a childhood friendship do the work.
Bert & Bertie direct for Leo Burnett, with Object & Animal producing and Framestore animating the character. It premiered on Channel 4 during Gogglebox on 12 November 2021.
This is the 2021 campaign. The linked video is McDonald's UK's own upload; it is distinct from the brand's 2020 Inner Child film.
First shown 12 November 2021. Playback checked 15 October 2026. Video availability may change.
Behind the advert
Director
Bert & Bertie
Agency
Leo Burnett
Production company
Object & Animal
Character animation and VFX
Framestore
Credits & sources
- Brand
- McDonald's
- Year
- 2021
- Cut
- Full film
- Shown
- Online and television
- Territory
- UK
- First shown
- 12 November 2021
- Director
- Bert & Bertie
- Agency
- Leo Burnett
- Production company
- Object & Animal
- Character animation and VFX
- Framestore
- Campaign history and production source (opens in a new tab) · checked 12 October 2026
- Official brand or character channel; oEmbed author verified (opens in a new tab) · checked 12 October 2026
- Creative Salon, 12 November 2021 (opens in a new tab) · checked 15 October 2026
- Framestore case study (opens in a new tab) · checked 15 October 2026
- shots, 12 November 2021 (opens in a new tab) · checked 15 October 2026
Record updated 15 October 2026.