McDonald's are revamping their brand message, with this exploration of the signs outside of the restaurants. They carry all sorts of messages, sometime rooting for the home team, some patriotic, some congratulating a 95th birthday. The message McDonald's wants you to take from all these signs is obvious, McDonald's is part of your community. "We want continue to tell the story of McDonald's that it plays a role in the communities we serve" says Joel Yashinsky, U.S. VP-marketing.
The song Band Fun's song "Carry on" is sung by a children's choir as the soundbed. McDonald's will air an in-game Super Bowl spot, but if it will be anything like this remains to be seen.
mcdonalds.tumblr.com shows more sign stories (and this clip). DDB Chicago is handling the tumblr aspect.
Agency: Leo Burnett
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