Aliens, a Shaved Head Tout Change for McD's

Offbeat vignettes of McDonald’s customers are intended to illustrate change in a $60 million TV campaign backing the national launch of the fast-food chain’s “New Tastes Menu.”

Three, 30-second spots that broke Sunday claim that McDonald’s customers will experience and see something different at the restaurants, said Larry Zwain, senior vice president of marketing for the Oak Brook, Ill., chain.

A general market spot from lead McDonald’s agency DDB Chicago shows a woman eating one of the items from the menu as she walks with a green alien; a man who eats a hamburger, then shaves his head; and a woman sitting on a highway median snacking on a burger.