Reported to Be Recording 'I'm Lovin' It' Theme as Pop Tune

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CHICAGO (AdAge.com) -- The first McDonald's commercial featuring pop singer Justin Timerlake is under production, according to photos
Photo: AP
Justin Timberlake as photographed during the Aug. 10 video shoot on the streets of Manhattan.
released by paparazzi and bootleg song copies posted on the Internet.

AdAge.com on July 26 first reported McDonald's plans to showcase Mr. Timberlake in the company's new global "I'm Lovin' It" campaign. McDonald's has yet to officially announce its plan.

Video production
But Mr. Timberlake starred in footage shot in New York Aug. 10 for an "I'm Lovin' It" video as fans and photographers recorded the action and posted it on the World Wide Web.

In addition to serving as the theme for the campaign, "I'm Lovin' It" is expected to be released as a single by Mr. Timberlake, produced by hip-hop writers-producers The Neptunes.

The McDonald's campaign will be unveiled Sept. 2 in Germany, and is scheduled to break in the U.S. on Sept. 29. Some suspect the chain could surprise viewers with an advertising ambush, possibly around MTV's Video Music Awards presentation Aug. 28.

MTV talks
A McDonald's spokeswoman confirmed the chain has talked to MTV. But she said the chain hasn't bought any time during the show. Yum Brands' Taco Bell is the exclusive fast-food sponsor of the program.

One fan Web site for Mr. Timberlake speculated the chain could try to unveil the "I'm Lovin' It" video on the show. While there's no evidence to support that, McDonald's and Arnell Group, the Omnicom Group agency that connected the chain with Mr. Timberlake, are said to have discussed ambush-marketing plans.

Chases brunette
In the video, a scruffy Mr. Timberlake chases a leggy brunette down a Manhattan street as he serenades her. The chorus repeats "I'm lovin' it" three times, then "Don't you love it, too?" In what could be a nod to the chain's legendary "You deserve a break today" jingle, the song includes the lines, "You do deserve to get down/been working hard all week."

The McDonald's spokeswoman said the campaign is getting "buzz on the street," but that the chain will not reveal its plans.

"I'm sure our competitors would love to know what we're doing," she said, "but we prefer to keep that kind of information to ourselves until we're ready to go."

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