McDonald's is using its Super Bowl slot to kick off an in-store campaign aimed at striking an emotional connection with consumers.
Starting Feb. 2, employees of the fast-food giant will give randomly selected customers "Pay With Lovin' " instead of cash.
Those selected can get their orders free by calling their moms, doing a dance or saying what they like best about a loved one. The campaign will run through Valentine's Day.
This is the latest ad from Leo Burnett Chicago. In in August 2014, the agency won the brief to refresh McDonald's image.
Agency: Leo Burnett Chicago