Someone's "lovin' it"

 
 
 

Someone's "lovin' it"

Despite the moronic and trite ads of the "I'm lovin' it" campaign thrust upon us during last year, McDonald's has seen an increase in sales. Comparing last year's first quarter to this year's first quarter, US sales are up 14.2% for the quarter and Europe comparable sales up 3.5% for the quarter.

A press release sent out today claims that 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."

Unfortunately it still doesn't hold a candle to the great work being done for Burger King by Crispin, Porter + Bougsky.

New "I'm lovin' it" commericals will be breaking for the spring/summer. Oh joy. Let's hope they are better than the last ads they ran, with all the terrible rapping and trite lifestyle shots.

Dog (:30) By Leo Burnett
First Fries (:60) - Created by DDB
Boardwalk (:30) - Created by Leo Burnett
Hangin' with Ronald (:60) - Created by Leo Burnett
Fuel Red (:30) -- Created by Burrell Communications
Ball Bag (:60) -- Created by Leo Burnett
Moms (:30) -- Created by Leo Burnet
She's Mine (:30) -- Created by dRM DDB

You can view the new spots at McDonald's electronic press kit site. (spots in are windows media format )

Adland: 

Comments

In a related story, the World Health Organization has annnounced that SARS has reached a total awareness of 89 percent in its top 10 countries has reached 86 percent overall, including 89 percent awareness among young adults and 87 percent among moms.

Awareness does not popularity make.

"Ding! ding! ding!" Someone buy this man an ice cream! ;)

Already in 2003 (deeper/researcher.se) I was making the insight that the adtaste of the ad-profesionals not being the same as the taste of consumers (target).

I'd say there is definitely something with the ad campaign. What I've noticed is that they are targeting the "late night" crowd in a way - one of their commercials shows the folks out so late at night that when they step out of the club/party scene they have to go get a McMuffin or whatever.... While you're not hearing Justin Timberlake croon the "I'm lovin' it" all over the place, the replacements seem to be doing a good job.

Do Moms watch TV that late?
Things I noted about the campaign here were the re-edits.. A gang of guys go out dancing driving to the club in their VW with the "rrrrrooftop down" as he raps. In the first installment he pays - or rather doesn't - the toilet-watcher with a soda-cap, in other installments this segment and part of the rap has been edited away. Maybe the agency finally realized that toilet-guards might be common in Holland and parts of Germany but we don't have them here in Scandinavia? Or did someone complain that paying the toilet-guard with caps is rude and shouldn't be encouraged?

Additional from CNN.com:

Now the campaign is going a step further, with a so-called audio signature played at some sporting events. The five-note tune may eventually be offered as a choice for doorbells and cell phones, officials said.

"As people hear these five signature notes, they know instantly it's McDonald's," Light told reporters.

"You can expect to hear these five notes in very unexpected places," he said. "The list of ideas goes on, from cell-phone rings to car horns to door chimes."

Light said the music has already been used at New Jersey Nets basketball games to underscore the excitement of three-point shots. It will be used in a similar way at various basketball venues next year, he said.

Door chimes? That's scary. Car horns? Do they really think that the population is as in love with their jingle as they are? Apparently they do, but, the thought of hearing the McDonald's chord every where I go is very scary to me.*shudder*

Scary but somehow logical. I think this will be big. Using the audiolanguage to communicate your brand. The ability to use peoples mobiles and other beeping gadgets to build a brand, to use the subliminality of hearing. The facts is that soundbits, jingles and such. This is effective, more effective than pix or words, since we hear things more in a semiconcious way.

actually, I think the She's Mine film wasn't bad.... Wonder if that will air over here in northern Europe.

Jingle-tunes stick to my head like glue. I can't say "Intel" without adding that "da-ding-ding-ding Intel inside" tune.

That probably depends on who runs the account... Leo Burnett lost the Nordic McD to DDB Sthlm (former Paradiset). A very good source says that the parties at Leo Bs have stopped and they hang their heads.

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