McDonald’s ‘lovin’ it’ and other ad scenes

I’M LOVIN’ IT, McDonald’s first global campaign, that’s easily understood in hundreds of languages, is underway. The new campaign will debut Sept. 2, first in England and in the U.S. Sept. 29. Omnicom-owned Heye & Partners of Germany, creators of the new tagline, have the honor of producing the first five spots.

The agency tapped London director James Brown, 37, giving him an assignment that will certainly secure his U.S. position, although he’s widely known for his Nike and Ikea spots. He is shooting in 10 languages in currently production-hip Rio, Prague, Johannesburg and Singapore. Many more additional spots will be produced by McDonald’s agencies DDB and Leo Burnett as the campaign rolls along. (P.S. Did you know McDonald’s total ad budget is $1.5 billion?)

YOU CAN ALWAYS BET on a new broom sweeping clean. Thus it is with BBDO. Creative chief Marty Orzio, who swept in from New York last February, recently swept out five creatives, including a group CD, as well as Chuck Sheldon, the agency’s veteran broadcast production head. His replacement is Diane Jackson (Aug. 4 was her first day) who’d been a line producer for Manarchy Films for the past few years.

NASCAR’s estimated $20 million account sped away from Y&R to Richmond’s Martin Agency. (In case you forgot, and who could blame you, Y&R is owned by London’s WPP Group and Martin is a New York Interpublic agency.)

EBEL, SIGNORELLI & WELKE’s billings kicked up to $70 million with the addition of around $12 million in Taco Bell business from nine Taco Bell ad associations in Michigan, Missouri, Kentucky and Iowa, including Detroit, St. Louis and Milwaukee.

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