When you think “gourmet coffee,” a few scenes are likely to come to mind: a meticulous barista sampling from a veritable chemistry set, perhaps. Or maybe something in the Nespresso vein of incredibly attractive people sipping while staring philosophically into the distance.

McDonald’s, of course, isn’t going to go in either of those directions. Or, more accurately, it’s going to all those places and more in the brand’s new McCafe spot from Leo Burnett London.

Continuing the vibe of the agency’s 2017 “Madness” spot–which we named one of the year’s funniest ads from around the world—the fast food giant’s coffee brand this time switches from mocking the ridiculous experience of ordering coffee to making fun of the ridiculous ways coffee is often marketed.

From interpretive dance to historical epics, here’s McCafe’s satirical homage to all other coffee ads:

“The McCafé work has always rung true with customers—people who just want a great coffee,” says Michelle Graham-Clare, marketing director for McDonald’s U.K. “This campaign is no different, tackling the world of coffee advertising in a funny and relatable way. The campaign highlights the fact that we know people want to feel assured they are going to get a good cup of coffee, but they don’t always enjoy the pretentiousness that comes with it.”

Chaka Sobhani, chief creative officer at Leo Burnett London, says the coffee industry is one of many that tends to market itself with more gravitas than the product often needs—and certainly more than the customers need.

“The category can still take itself a little too seriously,” she says, describing the ongoing McCafe campaign as “ribbing the madness when all we really want is a cup of great tasting coffee, simple.”

Speaking of “Madness,” here’s a look back at the brand and agency’s 2017 spot, followed by credits for the new work:

Agency: Leo Burnett LondonChaka Sobhani – Chief Creative OfficerPete Heyes – Creative DirectorAndrew Long – Senior CreativeJames Millers – Senior CreativeBruce Macrae – TV ProducerMax Keane – Head of PlanningAdriana Ferran – Senior PlannerJamie Teale – Group Project DirectorSian Collister – Project ManagerVictoria Reiz – Client Service DirectorKate Tweed – Business DirectorJassmine Wixon – Account DirectorFelicity Davies – Senior Account ManagerKate Aspinall – Account ManagerGabriella Kaas – Account Executive

Client:

Michelle Graham-Clare – Marketing Director

Tom O’Neill – Marketing Manager

Jodie White – Brand Manager

Harry McLean – Campaign Assistant

Copywriter: Andrew Long

Art director: James Millers

Planner/CSU Director: Adriana Ferran

Media agency: OMD

Executive Business Director: Jo Butler

Associate Director: Lucy Johnson

Communications Planning Manager: Jamie Graham

Strategy Director: Julia Smith

Connections Planning Manager: Anna Martorana

Digital Connections Planning Associate Director: Tom Kirkham

Investment Associate Director: Alex Neary

Production company: Academy Films

Director: Us

Audio Postproduction: 750 mph

Postproduction: Framestore