fast forward to the icky part (from today's Baltimore Sun):

Barbara and Bob Houck have been busy preparing their 11 Baltimore-area restaurants for the new campaign. Beyond the customary T-shirts, caps and pins for employees to wear, some of their restaurants will offer free massages and body painting based around the theme, as if to underscore that this isn't your father's McDonald's promotion.

"We came up with a huge number of silly things to do," said Barbara Houck, who opened her first McDonald's in northern Anne Arundel County's Riviera Beach 20 years ago. "The love and romance aspect is something everybody can enjoy and be a part of."

thanks tlevitz for spotting it.