CHICAGO Bears linebacker Brian Urlacher causes mayhem in Chicago backed by a heavy metal soundtrack in a new television spot for the McDonald’s Owners of Chicagoland and Northwest Indiana.
The spot from Leo Burnett here is the regional organization’s first effort under the “I’m lovin’ it” global theme. In the ad, breaking Nov. 3, Urlacher runs through the streets of Chicago as an altered version of the company’s “I’m Lovin’ It” jingle plays in the background.
The player, in full football gear, pushes people and a bus out of his way as he runs to McDonald’s. Supporting his actions, the song intones: “I’m lovin’ it. I’m a wrecker, a smasher, a belter, a basher. Unstoppable, unblockable, totally unbelievable … I’m a hungry, lean, hitting machine.” The spot promotes the regional availability of Johnsonville bratwursts.
Burnett’s Music Aid department adapted the jingle. The “I’m Lovin’ It” song, which features vocals from Justin Timberlake, was part of McDonald’s first-ever global campaign, developed by Omnicom agency Heye & Partner in Unterhacking, Germany.
Burnett Localizes McDonald's Global Theme
