McDonald's Takes on the World

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McD's launches a global ad campaign.
For its new, much-anticipated global effort, McDonald's tapped Justin Timberlake, German agency Heye & Partner and Stink director James Brown to create a truly global campaign. Brown led a team of ten directors, who were dispatched around the world to collect footage to go with Timberlake's rap riff on the brand's new tagline, "I'm Lovin' It."

The result is a music video-style montage that would be hard to confuse with the flat scenes of family togetherness that consumers have come to expect from McD's.

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