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Reading: Campaign: McDonald’s Launches Next Step in Brand Refresh With ‘Signs’
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B&T > Advertising > Campaign: McDonald’s Launches Next Step in Brand Refresh With ‘Signs’
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Campaign: McDonald’s Launches Next Step in Brand Refresh With ‘Signs’

Staff Writers
Published on: 12th January 2015 at 9:07 AM
Staff Writers
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2 Min Read
A McDonald's Sign
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McDonald’s saw the sign.

The Golden Arches in the U.S. is dropping its next brand spot for the refresh of it longstanding “I’m lovin’ it” platform, a 60-second TV commercial that focuses on the signs outside McDonald’s restaurants and the messages on the marquee. While they often advertise a new product or promotion, this ad will focus on the signs that show everything from community support to patriotism after the September 11 attacks in 2001. McDonald’s typically leaves it up to local franchisees to post messages on its signs that they think will resonate best with customers, a spokeswoman said.

http://youtu.be/93KTpF9JDWo

Part of the reason to highlight the signs was to “continue to tell the story of McDonald’s that it plays a role in the communities we serve,” said Joel Yashinsky, U.S. VP of marketing, who took that post in March after serving as CMO of McDonald’s in Canada. He said that the new spot will help illustrate that McDonald’s has to some extent always had “Lovin'” as its mantra.

The ad features the song “Carry On,” originally performed by pop band Fun. “Given the strength of its songwriting, we felt it offered the perfect opportunity to showcase their songwriting prowess and our ability to reinterpret it in a raw, emotional new way, sung by a small children’s choir,” said a spokeswoman.

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TAGGED: Clemenger BBDO Sydney, Employer Branding, Swithced on Media, YouTube
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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