Timberlake Makes Plea for Kids in McD's Ads | Adweek Timberlake Makes Plea for Kids in McD's Ads | Adweek
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Timberlake Makes Plea for Kids in McD's Ads

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CHICAGO Pop star Justin Timberlake appears in advertising for McDonald's that touts World Children's Day, a global fundraiser benefiting the company's Ronald McDonald House Charities.

In public service TV spots from DDB in Chicago, Timberlake addresses the camera directly, encouraging people to "take time out to help a child in need" on Nov. 20.

"McDonald's is proud to invite the world into our restaurants to help children everywhere," said Jim Cantalupo, CEO of the Oak Brook, Ill.-based company. "Through this annual event, we continue our tradition of giving back and helping those in need."

Fundraising for the program will vary by country. In the U.S., the company will make donations directly to the RMHC for every premium salad or French-fries order made in McDonald's restaurants from Nov. 20-23. Plans in other countries include walk-a-thons, telethons and celebrity visits to children's hospitals. The inaugural World Children's Day effort last year raised more than $12 million for the charitable organization in 24 hours.

Timberlake appeared briefly in McDonald's global advertising campaign, which launched in September with the tagline "I'm lovin' it." That work was created by Heye & Partner in Unterhaching, Germany.