The marketing campaign portrayed fashion models in recognizable McDonald outfits designed by Yohji Yamamoto. Female super model Agota Varga (Hungarian, born 1982) at the time was represented by Tomei Management was featured in this 30 seconds commercial in 2004. The advertisement was one of the most discussed commercial from 2005 to 2011 worldwide. The director of the commercial, Hidekazu Sato from Beacon Communications - a joint venture of Leo Burnett and Dentsu - said the costume was so recognisable it was a mnemonic - a design that people would instantly associate with McDonald's.