Customers visiting the fast-food giant between 2-14 February will at randomised, pre-determined times be selected to take part in the promotion.
Once a customer has completed his or her order and presented a method of payment, the restaurant guest service manager or ‘Lovin’ Lead’ will explain that McDonald’s is doing something special that day, and the customer will be given the option to pay for his or her order with an ‘act of lovin’ instead.
According to McDonald’s, this means a breakfast might cost a friendly fist bump to the crew member on duty, lunch could be paid for with a call to a loved one and dinner could be settled with a compliment.
The ad, which will make its debut during the Super Bowl, shows McDonald's customers looking baffled at first but eventually enjoying their 'acts of lovin'.
Deborah Wahl, chief marketing officer for McDonald’s USA, said: "McDonald’s is in a unique position to bring a little more lovin’ to our customers. We’re on a journey to change the relationship and conversation and ‘Pay with Lovin’ is a direct way for us to engage with our customers."
Separately, Betfair Sportsbook has opened a market on which brand’s ad will evoke the biggest reaction on Twitter during the Super Bowl coverage on Sunday night.
Budweiser is evens and Pepsi is at 5/2 to receive the most brand mentions on Twitter between 10pm and 3am on Sunday night. Betfair predicts that T-Mobile could "easily steal the show after bringing in the internet-destroyer, Kim Kardashian for a self-satirical advert".
The bookmaker says Carl’s Jnr "could be a good outside bet" at 18/1 as the fast-food chain is reported to be airing the only ad with semi-nude women; Victoria’s Secret models are fully clothed this year.
Bud Light 3/1
Universal Pictures 10/1
Victoria’s Secret 12/1
Carl’s Jnr 18/1
Carnival Corporation 25/1
Dove Men+ Care 25/1
Mercedes Benz 25/1
Avocados from Mexico 40/1
University of Phoenix 40/1
The Verge 50/1