Think the Olympics is tough on Londoners? Rushing to catch the Tube among an ever-thickening sea of tourists is certainly no picnic. But spare a thought for viewers on the other side of the world struggling to stay up and watch the Games through the night.
Well, Olympic sponsors McDonald's not only spared them a thought, but created an entire ad campaign just for them.
Created by DDB New Zealand, the commercial features a boy desperately trying to stay awake while watching the Games during the early hours.
His father, who really doesn't want his son to witness the Olympics live, takes drastic measures to stop him. But the son fights back.
When the television is removed from his room, he goes downstairs. When the dog barks, awaking his father, he builds a den, feeds the dog, and plugs in headphones.
But rather than being irritated further by his son's desire to watch the sports, the father joins him in the den with a McDonald's. The slogan, 'Proud supporters of everyone staying up,' finishes the ad.
Despite debate around the company's spot as an official sponsor of the Olympics, the video, which is shown in 90 and 30-second clips in Australia and New Zealand, has already attracted a lot of interest online.
Take a look for yourself below.