McDonald’s has more stores than any other chain in the world, so it’s no wonder it would sign off on a campaign with a picture of the Earth labelled ‘McWorld.’
In the first campaign since winning back the ‘tweens’ business this spring, Leo Burnett Co. developed a campaign that shows kids fantasizing about what it would be like if they were in charge.
In one humorous spot, one kid would have McDonald’s chocolate shake water fountains in school, and another would have McDonald’s served in the White House at all times. Each of the three spots also contains a ‘hot-button’ message concerning the environment or other social concern.
Each ends with a photo of the Earth with the logo ‘McWorld’ and the tagline, ‘It could happen.’
Copyright Adweek L.P. (1993)

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