Burnett, DDB Extend McDonald’s ‘I’m Lovin’ It’

CHICAGO McDonald’s unveiled spots in the latest round of global advertising in its “I’m lovin’ it” campaign, including two touting the signature Big Mac and French fries.

A Leo Burnett spot was shot in Sydney, Australia. Promoting the Big Mac sandwich, it presents a man eating a Big Mac amid the hustle and bustle of strolling along a boardwalk. A jingle includes the lyrics, “The Big Mac purpose stays the same,” before launching into the familiar “Two all-beef patties …” refrain.

DDB shot the French fries spot in Hong Kong. Two sisters who grew up sharing everything—coats, answers on tests, an umbrella, a bed and opinions about boys—move into an apartment together. After going to McDonald’s, one balks at letting the other try her French fries. “Sharing was so easy. Until my first fry,” reads onscreen text.

Another global spot, previewed in a Webcast, involves a “reinvention” of Ronald McDonald. The spot, from Burnett and shot in New Zealand, shows the signature playing guitar, riding a bicycle, and playing tennis with Serena Williams and basketball with Yao Ming. A jingle includes the line, “I’m Ronald McDonald, and I’m lovin’ it.”

Larry Light, global chief marketing officer at the Oak Brook, Ill., company, also showcased other elements of the campaign, including potential uses of the five-note “I’m lovin’ it” jingle, such as at New Jersey Nets games when three-point shots are made. Light also suggested other sound applications on cell phones, door bells and car horns.

“We will continue to look at the universal languages in music, fashion, sports and entertainment,” Light said.

Spots set to launch in the U.S. include an ad for the company’s adult Happy Meal, from Burnett, Chicago, in which a dog takes the long way to fetch a newspaper. Another spot from DDB Chicago promotes an upcoming Chicken Selects product with a man telling co-workers to give his lunch a wide berth. “Prepare to defend your chicken,” proclaims onscreen text.

McDonald’s executives would not discuss global or U.S. ad spending.

“We have seen the impact of having a great message to our customers,” said Bill Lamar, U.S. chief marketing officer. “We’re always looking at ways we can be more effective. Whether we increase the spending, we’ll be determining over the next few weeks.”

McDonald’s spent nearly $550 million on advertising in the U.S. last year, according to TNS Media Intelligence/CMR. The company’s global ad spend is estimated at about $1.3 billion.