McDonald's® Rolls Out New 'i'm lovin' it™' Commercials as Campaign Connects With Customers Worldwide
OAK BROOK, Ill.
May 12, 2004
McDonald's today unveiled new "i'm lovin' it" television commercials, launching the next generation of advertising from the company's first global brand campaign that debuted last September.
The new commercials, shot on location around the world, feature a broad range of storylines and "i'm lovin' it" music adaptations to appeal to McDonald's diverse customer base.
"The new advertising we are introducing today clearly demonstrates that our 'freedom within a framework' global marketing philosophy is working," said Larry Light, McDonald's Executive Vice President and Global Chief Marketing Officer. "We knew that to be successful, this global brand idea had to be flexible enough to be fully embraced and understood by our employees and customers. 'i'm lovin' it' has clearly shown this ability."
According to research conducted by McDonald's, in six-month's time total advertising awareness of the "i'm lovin' it" campaign in its top 10 countries has reached 86 percent overall, including 89 percent awareness among young adults and 87 percent among moms.
"The popularity of 'i'm lovin' it' is remarkable," said Bill Lamar, Chief Marketing Officer, McDonald's USA. "It translates clearly and effectively to every language and culture and has really caught the attention of our customers here in the U.S."
According to Light, McDonald's global advertising agencies were all given the opportunity to contribute to the new generation of "i'm lovin' it" commercials.
"We continue to believe that a good idea doesn't care who has it, or where it comes from," Light said. "This approach removes barriers to creative thinking and the result has been some of the best work we've ever done."
The new "i'm lovin' it" commercials will air in McDonald's countries around the world beginning this spring and summer. They include:
-- Dog (:30) -- Created by Leo Burnett and shot in the U.S., stars "Max the dog," who fetches the newspaper by moving it down the driveway so his owner can take more steps. She uses her pedometer from McDonald's new Go Active!™ adult Happy Meal®, available now at U.S. restaurants. -- First Fries (:60) -- Created by DDB and shot in Hong Kong, tells the story of two sisters growing up together who share everything except their first McDonald's French Fries. -- Boardwalk (:30) -- Created by Leo Burnett and shot in Australia, shows how the world changes, while the great taste of the Big Mac sandwich stays the same. -- Hangin' with Ronald (:60) -- Created by Leo Burnett and shot in New Zealand, shows McDonald's Chief Happiness Officer, Ronald McDonald, having fun with his friends, who include NBA star Yao Ming and tennis champions Venus and Serena Williams. -- Fuel Red (:30) -- Created by Burrell Communications and shot in the U.S., features a "day in the life of" a young man on the move. His love for music is captured in an image that ends up on a McDonald's bag. -- Ball Bag (:60) -- Created by Leo Burnett and shot in Argentina, features an impromptu soccer (football) game in a mall, with players using a McDonald's bag as the ball. -- Moms (:30) -- Created by Leo Burnett and shot in Argentina, salutes expectant Mothers. -- She's Mine (:30) -- Created by dRM DDB and shot in Argentina, depicts a beautiful woman walking by admiring males only to reveal a baby on her back who smiles at the crowd.
Additional "i'm lovin' it" commercials will be released by McDonald's this summer themed to current promotions as well as the Olympic Games in Athens. They will feature appearances by Justin Timberlake, Yao Ming, and Venus and Serena Williams.
"The 'i'm lovin' it' global brand campaign will continue to evolve to stay fresh and relevant with today's customers and lifestyles," said Light. "It's important to remember that this is about more than just advertising. It's about a new spirit and attitude that is part of the McDonald's brand today."
McDonald' (NYSE: MCD) is the world's leading food service retailer with more than 30,000 local McDonald's restaurants serving 47 million customers each day in more than 100 countries. More than 70 percent of McDonald's restaurants around the world are owned and operated by independent, local businessmen and women.
For more information and to view the new ads, please visit our electronic press kit site at: www.mcdepk.com/ilicreative .Photo: http://www.newscom.com/cgi-bin/prnh/19990916/MCDLOGO
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PRN Photo Desk, +1-888-776-6555 or +1-212-782-2840
CONTACT: Lisa Howard of McDonald's, +1-630-623-5044, or