McDonald’s is one of the world’s biggest advertisers, with a $2 billion global budget. It recently said it was keeping and updating the ‘I’m loving’ it’ tag line. It also revealed a raft of new ads for the US market, very much narrative driven with humor and recognition as touch stones.
McDonald’s uses multiple agencies to collaborate on strategy and major messaging. It does not pitch agencies against each other, rather it asks them for their best work and then asks the best to collaborate. “I really fundamentally believe that our advertising wouldn’t be where it was today if our agencies didn’t collaborate,” said McDonald’s global chief marketing officer, Mary Dillon.
Above is the latest McDonald’s ad to feature bears. Below is an older Norwegian ad, also featuring bears. Graphics and animation have come a long way since the 90s.

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