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 )