McDonald's has been quiet about its plans for the Super Bowl. Until now.
The company confirmed for Ad Age that a 60-second spot was in the works, but declined to provide much additional detail. But the Golden Arches has just released an online teaser for the spot that will air during the big game. In the teaser, McDonald's says it will be "randomly accepting a new form of payment" in February.
The spot will be the third so far in the brand's relaunch that focuses on the "lovin'" in "I'm lovin' it." The chain first debuted work at the beginning of January with an animated ad that shows enemies becoming friendly. A second spot aired during the Golden Globes that made its signs the centerpiece. Publicis Groupe's Leo Burnett is behind the campaign.
The new form of payment is shrouded in vagueness, but we wouldn't be surprised if it has something to do with "lovin'."
The company did not immediately respond to a request for comment on the teaser.