McDonald's: Lovin' the Super Bowl
DDB Chicago
Objectives
McDonald's US business was facing rough times. Not only were sales down 1% globally with pressure increasing from owner/operators to turn things around1, but the persistence of negative stigma against the brand created an environment of hate we had to combat.
While McDonald's would launch a new expression of the "I'm Lovin' It" campaign, we believed that advertising alone wasn't enough. It was time to take action. We needed to restore positivity and drown out the negativity—reminding people of what McDonald's stands for, which is choosing the path of love...