Viewers of ABC's newly returned "The Wonderful World of Disney" Sunday night got a sneak preview of the new image campaign for McDonald's Corp. slated to break this Friday, the first work since DDB
Needham Worldwide won the burger giant's creative account from Leo Burnett
USA. One of the five :30 spots in the campaign aired during the broadcast, featuring a bus driver agreeing to pull up to a McDonald's. The ad had a beauty shot of an Egg McMuffin, and the chain's new tagline, "Did somebody say McDonald's?" The first round of ads focuses on image, a spokesman said, adding that value messages may be included in future ads.
Copyright September 1997, Crain Communications Inc.