We all know the slogan: “I’m lovin’ it.”
Since the phrase’s inception, McDonald’s has focused a lot on “I’m” and “it” – the customer and the product. The food and the hungry customer. The brand and the consumer. It worked for a while, but it’s time for a revamp. (Net income fell almost 15% last year, and their stock has flatlined since July 2012, prompting CEO Don Thompson to step down this week.)
So, the brand has been pushing the “lovin'” in an effort to regain their standing. There has been no shortage of creative coming from the brand this year.
They released their now-famous (or infamous, depending on your POV) spot, “Signs” from Leo Burnett. The ad demonstrates the restaurant chain’s involvement in local and national events – from 9/11 and natural disasters, to birthdays and anniversaries.
This video has received some backlash – critics argue that McDonald’s is using terrible catastrophes to sell burgers. Using the emotion that we Americans still feel about these events, to pull at our heartstrings and pull us into their restaurants.
I’ll let you watch and form your own opinion:
In another spot from Leo Burnett, “Archenemies,” popular enemies resolve their issues. Dorothy and the Wicked Witch of the West, Democrats and Republicans and even the Bears and the Packers (s/o to Chicago!) find, well, lovin’.
Most recently, the chain released their Super Bowl spot: “Pay With Lovin’.”
(I, of COURSE, discovered this video at work. Cue the emotions!)
In this absolutely precious spot, customers are shocked to learn that their meal has a pretty unique total: A call to mom, a hug, a selfie. A dance. “Just tell me how much it is,” says one skeptical customer. When the cashier assures him that it’s not joke, they fist bump.
For two weeks in February, random customers in predetermined locations will have the option to “pay” with something a little more heartwarming than money.
Only time will tell if lovin’ will bring the restaurant back to its glory days. I certainly hope that it works, and that other large brands take note. I think we could all use a little more lovin’ in our lives.