McDonald’s UK promotes its new, high-end burger menu known as The Signature Collection, with a hilarious new advert.

The 40-second spot, done by agency Leo Burnett London and titled “Love Affair”, seems to be actually an advert for a perfume. A young gorgeous woman, dressed in a long silky dress, shows up at the window of a palace and a man tries to take photos of her. She is also shown lying on silky sheets and daydreaming about burgers. Apparently, her craving pushed her to run down the stairs, take the car (a convertible one), go to McDonald’s and then to a fountain to enjoy the burger she bought. There, she meets the man with the camera, who’s dressed in a black suit. As she’s bent back in a theatrical simulation of a passionate kiss, she stops him so that she could have a bite of the burger first.

The Signature Collection, exclusively available in selected restaurants, includes The Classic, made of 100% British and Irish beef, beechwood smoked bacon, cheddar cheese, wholegrain mustard mayo, ketchup, lettuce and red onion, all in a Brioche style bun, the BBQ, made of 100% British and Irish Beef, BBQ sauce, coleslaw, red onion, lettuce, beechwood smoked bacon and cheddar cheese, all in a Brioche style bun, and The Spicy, made of 100% British and Irish Beef, Jalapeño slices, Pepper Jack cheese, lettuce, hot & spicy Mayo and a spicy relish, all in a Brioche style bun.

Fashion designer Julien Macdonald OBE has created a limited-edition burger box for the fast-food restaurant chain’s Signature Collection. According to McDonald’s, only 1000 of the bespoke boxes are available to be given to fans as a way of marking the national roll out of the Signature Collection, which will be celebrated with a series of special showcases at 14 restaurants in 14 cities across the UK, between August 29th and September 15th.

For details on how you can win a place at one of the regional events and one of the limited edition boxes, visit the chain’s website.