By Published on .

Client: McDonald's

Agency: Leo Burnett, China

In localizing "I'm lovin' it," Justin is out and yellow tape and hand gestures are in.

McDonald's Corp. has rolled out a localized version of its "I'm lovin' it" global marketing campaign in China that replaces Justin Timberlake with a local pop star and features a special hand signal, among other touches. The work is by Publicis Groupe's Leo Burnett offices in Beijing, Shanghai and Guangzhou.

The Chinese ads vary from the global campaign by Heye & Partner, a unit of Omnicom Group's DDB, introduced last month. In place of American pop star Timberlake, who fronts the campaign in Europe and North America, the burger chain has tapped Chinese singer Wang Leehom to sing a Mandarin version of the McDonald's jingle and appear in the spots. Two of the five TV ads broke Sept. 25. The others will air in coming months.

Leo Burnett also devised three campaign touches that will be picked up by other Asian countries such as Singapore, Hong Kong and Taiwan and some markets outside outside Asia. The most unusual is a unique McDonald's hand signal with an outstretched thumb, forefinger and pinky finger, which counter staff now use to greet customers.

Yellow-wrapped teasers started running in out-of-home media such as trams and billboards Sept. 11. And outdoor interactive bus-shelter DJ mixing decks play the McDonald's jingle and allow people to add their own "scratches" and "riffs" to it. The campaign is also running in Chinese print, interactive and ambient media and includes events such as body-painted street artists.

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