In the latest McDonald’s campaign, a man becomes utterly absorbed in the experience of savoring the revamped Quarter Pounder with Cheese.

The scene unfolds as three friends gather at McDonald’s to sample the enhanced menu offerings. Despite their initial struggle to articulate the improvements, one man manages to express his delight with a simple, “Just a little bit more… mmm.” His appreciation deepens as he becomes lost in the taste, eventually humming Puccini’s O Mio Babbino Caro in pure satisfaction.

This campaign shines a spotlight on McDonald’s groundbreaking enhancements to iconic menu items like The Big Mac, Quarter Pounder with Cheese, and the Double Cheeseburger, marking a milestone in the chain’s history of innovation.