The new McDonald's Snack Wrap commercial invites customers to think outside the box when it comes to lunch.
The phrase "think outside the box" is usually used to describe problem solving that falls outside conventional methods or ways of thinking. Thinking outside the box in this context means thinking of lunch as something different than what you put into your container every morning. It also means thinking of McDonald's as offering more than the traditional burger and fries.
This ad is pushing McDonald's Snack Wrap and once again signals a shift in McDonald's branding efforts. The fast food chain is working hard to change the perception of its food from fattening to healthy. The feel good vibe of this commercial also helps create a light, easy feeling associated with McDonald's food.