Morning Update: McDonald’s launches next step in brand refresh; Justin Bieber claims untouched Calvin Klein photo is fake
AdAge: McDonald’s Launches Next Step in Brand Refresh With ‘Signs’
McDonald’s saw the sign.
The Golden Arches on Sunday is dropping its next brand spot for the refresh of it longstanding “I’m lovin’ it” platform, a 60-second TV commercial that focuses on the signs outside McDonald’s restaurants and the messages on the marquee. While they often advertise a new product or promotion, this ad will focus on the signs that show everything from community support to patriotism after the Sept. 11 attacks in 2001. McDonald’s typically leaves it up to local franchisees to post messages on its signs that they think will resonate best with customers, a spokeswoman said.
