McDonald's is recharging its "I'm Lovin' It" tagline with a "More Lovin" slogan featured in a TV spot from Leo Burnett Chicago.
The ad pairs pop-culture characters that few would consider friends — such as horror flick characters Freddy Krueger and Jason; Republican Elephant and Democratic Donkey; and Internet cat star Grumpy Cat and… smiling.
While DDB Chicago remains McDonald’s primary agency, the Chicago Tribune reports that Leo Burnett Chicago was given the new ad to refresh the brand.
McDonald's chief marketing officer Deborah Wahl told the Huffington Post, "Over the next few months, we will be reigniting the lovin' that has been at the heart of our business since the beginning."
This new campaign will be the first in many years that the fast-food chain will air during the Super Bowl.