McD's Bows Big-Bucks Campaign

Describing McDonald’s national branding efforts as fragmented and inconsistent, Arnold Communications has launched the first salvo in a year-long campaign aimed at restoring “some luster” to the golden arches.
The Boston-based shop sold the $100 million brand and promotional effort to each of the regional co-op groups it handles. The campaign so far consists of a 60-second “anthem spot” that features Donna Summer crooning new lyrics to her hit song “She Works Hard for the Money.”