McD's Unveils 'Smile'

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The first pool of spots in McDonald’s long-awaited “We love to see you smile” campaign includes two 60-second takes, one for TV and a second for movie theaters.
The seven spots include four from lead McDonald’s agency DDB Chicago, two spots from African-American shop Burrell Communications in Chicago and one from Hispanic agen-cy del Rivero Messianu in Coral Gables, Fla.
The campaign also includes radio and print ads, which will run in about a half-dozen titles such as People, said Don Hoffman, executive vice president and executive account director for McDonald’s at DDB.

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