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While many brands competed for attention during the Super Bowl, McDonald's targeted the morning after with "Horizontal Breakfast," a campaign from Wieden Kennedy New York that literally turns its creative sideways to match exhausted fans still on their couches. With record numbers of Americans expected to skip work after the game, McDonald's positions its breakfast as the cure for post-celebration fatigue. The 15-second spot shows a viewer failing to lift himself off the sofa before ordering via
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