This national McDonald’s spot introduced the ultimate compliment that appears to be catching on. At times it’s hard to find just the right word but the folks at Arnold came up with a solution using the much-loved Egg McMuffin. “Superlatives” was concepted by creative team Chris Edwards, Mary Rich and Pete Shamon and produced by Sean Vernaglia. Peter Care at Bob Industries directed this performance-driven spot and Collin edited. Speaking of whom, I, personally, think is the Egg McMuffin of editors. But I digress.