{"id":20126,"date":"2018-12-10T14:51:00","date_gmt":"2018-12-10T19:51:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20126"},"modified":"2026-09-18T15:09:05","modified_gmt":"2026-09-18T19:09:05","slug":"no-snow-filming-mcdonalds-iconic-holiday-commercial","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/no-snow-filming-mcdonalds-iconic-holiday-commercial\/20126\/","title":{"rendered":"No Snow: Filming McDonald\u2019s Iconic Holiday Commercial"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What has no snow, but can conjure up a winter wonderland with the help of a snowflake and a catchy singalong? Why, it\u2019s Ronald McDonald! The beloved clown used a pinch of magic to get the McDonaldland crew to sleigh ride down to McDonald\u2019s for the 1983 holiday season. Let\u2019s sleigh ride down memory lane with former Leo Burnett creative <a href=\"https:\/\/popicon.life\/halloween-throwback-scared-silly-with-mcdonalds-mcnugget-buddies\/\" target=\"_blank\" rel=\"noreferrer noopener\">Rich Seidelman<\/a> for an exclusive look behind the scenes filming this commercial.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/no_snow_storyboard.jpg\" alt=\"no_snow_storyboard\" class=\"wp-image-9858\"\/><\/figure>\n\n\n\n<h3 id=\"h-the-storyboard-behind-no-snow\" class=\"wp-block-heading\"><strong>The Storyboard Behind &#8220;No Snow&#8221;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Seidelman and his writing partner Barbara Fallon created the premise for the spot in the late summer to early autumn of 1983. \u201cNo Snow\u201d featured Ronald and his McDonaldland friends hopping into a horse-drawn sleigh to grab a bite to eat at McDonald\u2019s.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"80&amp;apos;s Ads: McDonald&amp;apos;s No Snow\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/xV4T130h6oY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">However, everyone is bundled up in what looks like unseasonably warm weather. Grimace immediately points out that their commuting plan lacks snow. Thinking quickly, Ronald whips out a snowflake. It lights up and <em>poof<\/em>! It\u2019s snowing! Ronald takes the horse reins and they\u2019re off. The gang merrily sings their way down to McDonald\u2019s in the original :30 spot.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/no_snow_mcdonalds.jpg\" alt=\"no_snow_mcdonalds\" class=\"wp-image-9857\"\/><\/figure>\n\n\n\n<h3 id=\"h-bringing-no-snow-to-life\" class=\"wp-block-heading\"><strong>Bringing &#8220;No Snow&#8221; To Life<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Now it was time to take the magic off the storyboard and into real life. Director Vern Gillum was brought on to direct the commercial alongside cinematographer Joel King. Rich Manners created the music. Seidelman recalls that all of the sets for the commercial were built on a stage. Fallon wanted dappled horses to pull the sleigh, so the horses used for the spot were painted.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why dappled grey, specifically? The existing horses were brown, and Fallon insisted that they would look better against the snow in dappled grey. It\u2019s a minor detail many would overlook today, but it added to the commercial\u2019s overall aesthetic and wonder.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/no_snow_mcdonalds_2.jpg\" alt=\"no_snow_mcdonalds_2\" class=\"wp-image-9856\"\/><\/figure>\n\n\n\n<h3 id=\"h-mcdonald-s-magical-decision\" class=\"wp-block-heading\"><strong>McDonald&#8217;s Magical Decision<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">I mentioned earlier that this particular commercial is iconic, but didn\u2019t elaborate on the reason why. McDonald\u2019s thought the rough cut for \u201cNo Snow\u201d was beautiful. They also did something highly unusual. The brand asked if there would be enough footage to expand the spot from :30 to :60.<\/p>\n\n\n<p><a href=\"https:\/\/youtu.be\/z1vpDp6MjzU\">https:\/\/youtu.be\/z1vpDp6MjzU<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Seidelman told me that back then, it was quite common to create one :60 long commercial and include shorter :30 spots made from the original. McDonald\u2019s had reversed the decision with \u201cNo Snow.\u201d They ordered a :30 commercial and wanted to expand it to :60 \u2014 which was unheard of at the time.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/no_snow_hamburger_puppets.jpg\" alt=\"o_snow_hamburger_puppets\" class=\"wp-image-9862\"\/><\/figure>\n\n\n\n<h3 id=\"h-expanding-the-no-snow-universe\" class=\"wp-block-heading\"><strong>Expanding The &#8220;No Snow&#8221; Universe<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Seidelman and Fallon went back to their storyboard to expand the \u201cNo Snow\u201d holiday universe. They didn\u2019t have enough film for a :60 spot, so the pair added some sights Ronald and his friends would see during their sleigh ride.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/mcdonalds_no_snow_snowman.jpg\" alt=\"mcdonalds_no_snow_snowman\" class=\"wp-image-9859\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">There were bright red cardinals, singing from a tree branch. A snowman brought to holly jolly life by Ronald\u2019s magic snowflake. Musical icicles and (probably) a dozen Hamburger puppets rounded out the new additions.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/no_snow_hamburger_puppets_2.jpg\" alt=\"no_snow_hamburger_puppets_2\" class=\"wp-image-9860\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">The revised storyboard was then presented to McDonald\u2019s. The company liked it and asked the Leo Burnett team to film the additional scenes. Everyone \u2014 including Seidelman, Gillum, Fallon, King, and Leo Burnett producer Glant Cohen \u2014 returned to Los Angeles and to the stage for the set. Gillum and his crew reconstructed parts of the original set and used lush backdrops for its winter feel. Puppeteers made the snowman and cardinal puppets.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/no_snow_hamburger_puppets_3.jpg\" alt=\"no_snow_hamburger_puppets_3\" class=\"wp-image-9861\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Here, Gillum chats with the Hamburger puppets moments before their big scene in \u201cNo Snow.\u201d It\u2019s a moment that never fails to make Seidelman smile.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2018\/12\/no_snow_mcdonalds-1.jpg\" alt=\"no_snow_mcdonalds\" class=\"wp-image-9863\"\/><\/figure>\n\n\n\n<h3 id=\"h-remembering-no-snow-today\" class=\"wp-block-heading\"><strong>Remembering &#8220;No Snow&#8221; Today<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Seidelman still can\u2019t believe that the commercial went from :30 to :60. \u201cAs far as Barbara and I knew, they had never asked for anything like that before. It was unprecedented and a very unusual request, especially for film that had already been shot.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Perhaps Ronald\u2019s magic snowflake convinced McDonald\u2019s \u2018tis the season to expand the fun-filled spot and add even more magic to it. After all, the Hamburger Puppets needed a chance to shine and rock fuzzy beanies. Happy holidays!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image credits: <a href=\"https:\/\/www.facebook.com\/pg\/FilmingInMcDonaldland\/photos\/?tab=album&amp;album_id=1499510376780914\" target=\"_blank\" rel=\"noreferrer noopener\">Filming in McDonaldland<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor What has no snow, but can conjure up a winter wonderland with the help of a snowflake and a catchy singalong? Why, it\u2019s Ronald McDonald! The beloved [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20127,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>No Snow: Filming McDonald\u2019s Iconic Holiday Commercial | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/no-snow-filming-mcdonalds-iconic-holiday-commercial\/20126\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"No Snow: Filming McDonald\u2019s Iconic Holiday Commercial\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor What has no snow, but can conjure up a winter wonderland with the help of a snowflake and a catchy singalong? 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