The ads

By Published on .

McDonald's previewed some two dozen TV spots that will air this spring and summer and support products such as the Big Mac and french fries, as well as spokescharacter Ronald McDonald and the chain's sponsorship of the Olympic Games.

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.

Most Popular
In this article: