Leo Burnett London has created a campaign for McDonald’s beef which represents the first time the fast-food company has focused on the process by which its beef burgers are made.The ads feature 40-second and 30-second spots and form the latest execution in McDonald’s overarching ‘Good to Know’ myth-busting campaign. Through this approach, the brand continues to acknowledge some of the common misconceptions customers hold around its core products, before communicating the truth around the quality of the ingredients that it uses. By promoting the quality of its food and dispelling myths, it aims to instil trust and maintain success in the UK market.Following McDonald’s most recent advert focused on Chicken McNuggets, they now turn their attention to beef, with ‘Steve’.In the upbeat and gently comical spots, we see a bus in the countryside, and Steve - who we’re told works at McDonald’s and who has been telling the ‘doubters’ on the bus that there’s nothing but pure cuts of beef in McDonald’s burgers.CreditsChief creative officer: Chaka SobhaniCreative director: Peter Heyes, Matt LeeArt director: Peter Heyes, Matt LeeCopywriter: Graham Lakeland, Richard RobinsonBoard account director: Sarah KayAccount director: Sam HoulstonSenior account manager: Jack BrenmanAccount manager: Charlotte JackmanAgency producer: Abbie McLeanDirector/production company: Jim GilchristProducer: Tex TraviEditor: Ben Campbell, Cut & RunPost production: Paul Wilmont, MPCSound design: Parv Thind, WaveDirector of photography: Tim Maurice-Jones