Heye & Partners unveils multicultural McDonald's spots

The McDonald's "I'm loving it" campaign, starring Justin Timberlake, hits UK television screens this week.

The new campaign, the fast food retailer's response to flagging international sales, is an attempt to make McDonald's more relevant to consumers by reflecting what it believes are the attitudes and lifestyles of its customers.

Five ads, developed by Heye & Partners and DDB Chicago, are made up of vignettes of people loving life. One shows a surfer launching himself into the sea from a boat, while another shows a young lad DJing who has sound-proofed his room with McDonald's packaging. Timberlake will make cameo appearances.

The campaign is running globally. It broke in Germany at the beginning of September and will run in the US from 29 September. The vignettes have been designed to have a multicultural feel - one shows a Japanese man with his French girlfriend in Paris.

The lead director on the campaign was James Brown from Stink. He co-ordinated a team of directors from around the world. Their films have been put into a bank, from which local agencies can pick and choose to suit local needs.

The campaign was art directed by Oliver Diehr and written by Jan Florian Ege and Fritz Rating. UK media planning and buying is through Starcom Motive.

Larry Light, McDonald's executive vice-president and global chief marketing officer, said: "The campaign is unprecedented in McDonald's history as more than 100 countries unite behind a single brand message to our customers. It's much more than just a new tagline or commercials - it's a new way of thinking about and expressing our worldwide brand appeal to the consumer."

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).