No longer able to appeal to consumers’ appetites with talk of its food, the struggling McDonald’s Corporation would like to appeal to your emotion. The tactic? An new video, titled: “Signs.”
Reviews of have been mixed, and a parody of the ad appeared shortly after the ad’s debut Sunday during NFL games and the Golden Globes Awards.
The message is that through it all—disasters, deployments, tragedy and triumph—McDonald’s is there as a constant in your community. A message at the end of the commercial online encourages users to get the stories behind the signs on McDonald’s Tumblr account.
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Are your heartstrings sore yet from being tugged upon?
The campaign is the brainchild of the fast food chain’s longtime agency of record, Leo Burnett. It’s become a divisive topic on Twitter, with some thinking it’s the company’s strongest campaign in years.
Call me a chump, but I loved that McDonald’s ad. #GoldebGlobes
— Roger Simon (@politicoroger) January 12, 2015
— Scott Forshay (@scottforshay) January 12, 2015
— Sid Dugar (@guy_siddie) January 12, 2015
Others say it’s shameful for McDonald’s to exploit national tragedies for marketing purposes.
The McDonalds commercial that wants us to thank them for changing their signs during national tragedies is more tasteless than the McRib.
— Mike Polk Jr. (@mikepolkjr) January 12, 2015
summary of the new McDonald’s commercial: McDonalds will be standing long after the apocalypse kills the rest of us
— BFF (@YrBFF) January 12, 2015
— Masta Ace (@mastaace) January 11, 2015
What do you think of McDonald’s new campaign, Ragan readers?