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McDonald's targets "tweens" in new spots from Burnett

Published on .

McDonald's Corp. targets "tweens," kids ages 8 to 13, in a new pool of TV spots from Leo Burnett USA, Chicago. The four new :30 spots feature kids in unpleasant situations that are suddenly brightened by humorous appearances of McDonald's food. One shows a nervous kid waiting to have his teeth drilled, only to have the ominous dentist hand him a Big Mac. Another shows students sweating as they wait for a pop quiz, only to find the quiz is about how fast they can eat their McDonald's meal.

The spots use the current tween-targeted tag, "Hey, it could happen," rather than the tag from DDB Needham Worldwide, Chicago, used on adult spots, "Did somebody say McDonald's?"

Copyright March 1998, Crain Communications Inc.

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