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McDonald's Debuts New Commercial During Academy Awards Television Broadcast

Mar 18, 2002

As part of its "Smile" campaign, McDonald's Corp. will debut a brand spot during the Academy Awards broadcast with a timeless storyline and big screen-style cinematography.

The 30-second spot, titled "Kids' Table," shows a father joining the adults for dinner but longing to be with the children at the next table who are enjoying food and fun from McDonald's. As one of the kids slips him a fry, the voiceover says, "Here's to growing up...but never really wanting to leave the kids' table."

"The Academy Awards broadcast provides us an opportunity to make an emotional connection with millions of viewers through our new brand creative and hopefully bring a smile to their faces," said Marlena Peleo-Lazar, vice president, chief creative officer of McDonald's USA.

During the Academy Awards broadcast (Sunday, March 24, 8:30 p.m. - 12:00 a.m. EST, ABC Television Network) McDonald's also will run a 30-second television commercial that debuted last month as part of the new brand campaign. That spot, "A Little Help," shows Ronald McDonald helping a frazzled father draw a smile from his crying daughter while they share lunch at McDonald's.

Both television commercials were written and produced by DDB Chicago.

DDB Chicago is the largest of the DDB agencies worldwide, with more than 725 employees and 2000 billings of $1.5 billion and is one of the world's most awarded agencies, in terms of creativity and effectiveness. The Agency works for a strong roster of blue-chip clients including Anheuser-Busch, McDonald's, Dell, State Farm, FTD, JCPenney, Unilever, QWEST Communications and Wrigley.

McDonald's (NYSE: MCD) is the world's leading foodservice retailer, with more than 29,000 restaurants serving 45 million people each day in 121 countries. Approximately 80 percent of all McDonald's restaurants worldwide are owned and operated by independent franchisees.

CONTACT: Palmer Moody of McDonald's, +1-630-623-5372, , or Amy Hoffar of DDB Chicago, +1-312-552-6520,



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SOURCE: McDonald's Corporation

Contact: Palmer Moody of McDonald's, +1-630-623-5372, , or Amy Hoffar of DDB Chicago, +1-312-552-6520,