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.” The ad sets up a half-dozen promotion or product-specific executions that use the same music and a “More” theme.
Arnold chief creative officer Ron Lawner said an 11-hour “library of footage” will be used to create new executions for the duration of the year. The ads are intended to help build the brand and sell product. “McDonald’s is an American icon that has lost some of its shine. We’re looking to put some luster back on the golden arches.”
Written by Bruce Patterson, the 60-second spot opens on a young man saying, “Did you ever notice we live in a no-frills world: cut-rate airlines, warehouse shopping, self-serve pumps. Whoever said less is more? Hey, more is more.” The music swells as a series of fast-cut images show people enjoying McDonald’s food in restaurants, at home and on the road. “More smiles. More memories. More fun. More value.”
The spot, which broke originally in 12 Northeast markets on Feb. 26, closes with the line, “Did somebody say McDonald’s?” penned by DDB Needham, lead national agency for McDonald’s in Oak Brook, Ill.
“We’re trying to reconnect the whole system to the pride of McDonald’s,” said Arnold managing director Tom Lawson. Tom Crockett, named McDonald’s marketing director of the Northeast region in a reorganization last year, “saw what we were doing and liked it very much. He became our partner,” Lawson said.