A special-effects-laden Big Mac spot shows hair styles, fashions and architecture changing over the years before noting that McDonald's signature sandwich has remained the same. "Why change perfection?" asks the voice-over in the spot via Leo Burnett, Chicago. A global french fry spot from DDB Worldwide, Chicago, follows two Asian women on a shopping spree who have no problems sharing things with each other all day-until it comes to their french fries.
True to Chief Marketing Officer Larry Light's vision to get Ronald McDonald out of the Play Place, a 30-second spot focuses on kids hanging out with the clown as they play music and ride bikes. Ronald also pops up in a synchronized-swimming competition, and doing a high dive in a series of Olympic-themed 15-second executions via Burnett.
Another Olympic spot from Burnett targets moms. A series of pregnant women is shown as a voice-over speaks their thoughts as "I'm focused," "I'm nervous" and "I'm determined." The closes with, "Here's to the original Olympic effort."
In a spot from del Rivero Messianu, Miami, a beautiful woman struts by a group of men eating Big Macs as they gawk and preen. Their hopes of being noticed are dashed as she passes by to reveal the baby strapped to her back.