McDonald's in 2015 used advertising's biggest stage to advance its just-announced effort to refresh the "I'm Lovin' It" theme with an emphasis on love. The ad, created by Publicis Groupe's Leo Burnett Chicago, shows McDonald's customers around the country being asked to pay for their orders not with cash but lovin': Call your mom and tell her you love her. Tell your son why you're proud of him. Do a little dance. Make a little love. Get down tonight. Wait, where were we? Oh, a Super Bowl ad from McDonald's that is emotional and heartwarming. 

The marketer's previous Super Bowl work included 2005's "Lincoln Fry."

Director: Sam Macon. Production company: Radar Studios. Executive producer: Graham Gangi. Head of production: Eve Cross. Line producer: Jonah Mueller. 2D artists: Grant Cheney, Brian Willard. Editor: Mark P. Smith.  

Leo Burnett chief creative officer: Susan Credle. Executive creative director: John Hansa. Creative director: Tony Katalinic. Associate creative director/art director: Jill Fix. Associate creative director/copywriter: Gloria Dusenberry. Digital creative director: Nuno Ferreira. Head of production: Vincent Geraghty. Executive producer: Denis Giroux. Senior producer: Bridget Rose. Producer: Ross Greenblat. Managing account director: Jennifer Cacioppo. Account directors: Jennifer Klopf, Josh Raper.

Color: Filmworkers Club. Colorist: Fred Keller. Soun: Another Country. Mixer: John Binder.

BRAND: McDonald's

YEAR: 2015

AGENCY: Leo Burnett

SUPERBOWL: XLIX

QUARTER AIRED: 2