McDonald's announces new ad theme

[Dave the Cook]

I'm lovin' it

Get used to it -- it'll be everywhere for the next two years.

Story here.

The link includes suggested alternative slogans from Atlanta Journal-Constitution readers. I'd bet we can do better. Who wants to start?

[nightscotsman]

let me be the first to say: "I'm not lovin' it".

[awbrig]

Did somebody say McDonalds?

[=Mark]

Reminds me of the "Jesus Wow!" campaign by George Carlin in Kevin Smith's film "Dogma."

[jhlurie]

See, it's the fact that the fake word lovin' is oh so much more modern than the old fashioned real word loving. Because, you know, people born before 1985 didn't understand the concept of droping a letter and replacing it with an apostrophe.

Also the concept of smiling is out of date. These days you are expected to grimace so that they understand that you appreciate the food. Grimace? Get it? If you are lovin' it and think its funny please don't smile.

[awbrig]

I think they should bring back the Where's Herb campaign...

[fresco]

"It'll be fun, it'll be relevant, it'll be hip, it'll be compelling, and it will connect with people of all ages," chief operating officer Charlie Bell said.

Isn't this pretty well word for word what every official of a desperate, out-of-touch large corporation says about their new campaign? And isn't it pretty well axiomatic that if you have to say you are fun, relevant, hip, compelling, etc., then you aren't?

[jhlurie]

"It'll be fun, it'll be relevant, it'll be hip, it'll be compelling, and it will connect with people of all ages," chief operating officer Charlie Bell said.

Isn't this pretty well word for word what every official of a desperate, out-of-touch large corporation says  about their  new campaign?  And isn't it pretty well axiomatic that if you have to say you are fun, relevant, hip, compelling, etc., then you aren't?

It just means that the ad agency was feeding Charlie the usual drugs they slip into the catered food whenever corporate executives show up. Its the only logical explanation, since NOBODY could be that out of touch. Maybe young people will be break dancing or something like that in the commercial . Kids will be wearing hats backwards and baggy clothes. Brutha' will walk up to the counter and ask for some "flava".

Wait. This would actually all be amusin'. I'm lovin' it.

[LEdlund]

All I think of is Kramer from Seinfeld.

[jhlurie]

All I think of is Kramer from Seinfeld.

Thanks to Google and this guy's site.

"I need the secure packaging of Jockeys. My boys need a house!" - Kramer, in "The Chinese Woman"

"There's nothing holding me in place. I'm flipping, I'm flopping." - Kramer, unhappy with boxer shorts, in "The Chinese Woman"

"The only thing between him and us is a thin layer of gaberdine." - Jerry, learning that Kramer has given up on underwear of any kind, in "The Chinese Woman"

"I'm out there Jerry and loving every minute of it." - Kramer, in "The Chinese Woman"

EDIT - nope nix the soundclip I'd added here. Dead link.

Edited June 13, 2003 by jhlurie (log)

[hollywood]

All I think of is Kramer from Seinfeld.

Right. About the same level of creativity as the beach cologne or the coffee table coffee table book. Actually, less.

[gus_tatory]

quote from the article:

"Once packaged with music, video and other creative aspects, McDonald's executives promised that the new campaign will generate a "wow" effect with consumers and restaurant operators.

wow. i'm soo not lovin' it.

and i haven't even seen the ad yet.

gus

[fresco]

Bow wow, perhaps.

[hollywood]

"I'm out there Jerry and loving every minute of it." - Kramer, in "The Chinese Woman"

[Andrew Fenton]

Whenever I start lovin' it in a McDonalds, they call the cops.

[fresco]

Is that why you answer to Big Mac?

[hollywood]

I was thinking Royale with cheeeeese.

[WHT]

I don’t know what frightens me more. A new Mcslogan or Madison Av.’s take on what is hip.

[rstarobi]

Is McDonald's getting desperate for a reason, or is this just desperation for its own sake?

[awbrig]

Is McDonald's getting desperate for a reason

Business is way down and they have had a lot of negative issues and poor stratagy in the past few years...

[fresco]

Over the last few years sales have stalled, they fired their CEO, are closing unprofitable stores all over North America and watching their margins vanish as they duke it out on price. They're beset by obesity lawsuits and an unshakeable perception that their food is unhealthy.

They've tried to break out of the burger niche, with not much luck. Burgers are what people think of when they think of McDonalds. That used to be a tremendous advantage. Now McDonald's is almost at the point where they have negative brand equity--they're trapped in a really, really bad spot.

It's gone from "You deserve a break today," to "McDonalds? Give me a break."

[=Mark]

I wonder how much of the perception results from kitchen workers in plain view of the counter snatching gray, lukewarm meat patties out of little plastic trays with tongs to assemble the burgers...

[fresco]

That tableau is "fun" "hip" etc. --soup kitchen chic.

[WHT]

They've tried to break out of the burger niche, with not much luck. Burgers are what people think of when they think of McDonalds. That used to be a tremendous advantage.

That hits the point home. You don’t go there to get pizza or wings much less salad. As they have moved away from the core products they have hurt themselves. The original concept was a few items that you could get quickly and at a reasonable price. It should not take the person in front of you 3 Min. to debate over 5 chicken sandwiches.

[fresco]

WHT,

So they either need a smarter clientele or a shorter menu, or both.

New slogan-- If your brain is slack just say Big Mac!

Edited June 13, 2003 by fresco (log)