Campaign: McDonald’s Launches Next Step in Brand Refresh With ‘Signs’

Campaign: McDonald’s Launches Next Step in Brand Refresh With ‘Signs’

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The spot highlights local messages featured below the arches.


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.

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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