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- Ronald McDonald(R) Tests His Athletic Abilities in Playful Vignettes
- Young Boys Olympic Dreams Brought to Life Through Live Action and
Animation
OAK BROOK, Ill., Jan. 24 /PRNewswire/ -- McDonalds today unveiled four
new Olympic-themed television advertisements that connect its "im lovin
it(R)" brand essence with the magic and ideals of the Olympic Games. The new
commercials complement McDonalds broader worldwide Olympic Games campaign to
bring the Games to life for its customers around the world in unique and
exciting ways.
In the new global television commercials for the Torino 2006 Olympic
Winter Games, McDonalds conveys the youthful spirit and optimism customers
connect with the brand, as seen through the eyes of a young hopeful boy and
the experiences of McDonalds Chief Happiness Officer(TM) Ronald McDonald.
The new executions debut in conjunction with the start of the Games on
February 10 in the U.S., and continue airing throughout the Games-time period
in other countries including Canada, China, Japan, Germany and other markets
across Europe. In addition, the Ronald McDonald vignettes will run in movie
theaters across the U.S. from February 1 - 28 before G and PG rated movies.
"Were continuing to let our forever young brand attitude shine through
in this entertaining Olympic-Games themed advertising thats all about having
fun and getting active," said Mary Dillon, McDonalds Executive Vice President
and Global Chief Marketing Officer. "As we have throughout our 30 years of
Olympic Games support, we want to connect with consumers across the world
through this premier sporting event. Customers have told us that our
advertising helps bring the Games to life for them in unique and surprising
ways."
Playful Vignettes Test Ronald McDonalds Winter Sports Skills
Three new fun vignettes feature Ronald McDonald, McDonalds balanced,
active lifestyles ambassador, training for winter sports including aerials
(freestyle skiing), ski jump and pairs figure skating, while commentators and
fans watch in surprise.
The three 15-second ads, developed by Leo Burnett USA (Chicago), build on
the popular creative approach developed for the Athens 2004 Olympic Games, in
which Ronald(R) trained in diving, synchronized swimming and hammer throw.
Olympic Dreams Commercial Creates Adventure World
McDonalds "Olympic Dreams" commercial, developed by TBWA/Chiat/Day Los
Angeles and Motion Theory, bring a young boys Olympic dreams to life using
live action and computer-generated imagery (CGI) effects. The 30- and
60-second spots transport the boy from his real life environment to a world of
adventure and excitement, as he executes extraordinary moves, from maneuvering
a soccer ball through a magical village, to snowboarding off the moon.
On-the-Ground in Torino
McDonalds Italy will showcase its own unique Olympic Games-inspired,
Italian style look of the Games through outdoor creative placed around host
city Torino. The vibrant, contemporary designs will be showcased on
billboards and banners in a variety of locations from the airport to transit
stations. Spectators will find other surprises around Torino, including an
oversized McDonalds World Famous Fries(R) box filled with ski-like fries.
The outdoor creative complements the variety of activities McDonalds has
planned in Torino including feeding the athletes, officials and media at the
Olympic and Paralympic Games; honoring and recognizing McDonalds Olympic
Champion Crew; and demonstrating its commitment to balanced, active
lifestyles.
Worldwide Olympic Games Effort
McDonalds markets around the world will utilize a variety of marketing
approaches to help consumers experience the Olympic Spirit. For instance,
McDonalds Canada will feature an Olympic hockey team mini-jersey promotion,
as well as a Gold Medal Meal (Big Mac(R) Extra Value Meal(TM)(R)), from which
a portion of sales will go to help support Canadian athletes preparing for the
2010 Olympic Winter Games. McDonalds Italy will feature a special SMS (short
message service) promotion with Worldwide Sponsor Samsung, while McDonalds
Japan will broadcast the Games in select restaurants and launch an Olympic
Games and Italian-themed menu. Across Europe, Olympic Games-themed packaging
will be featured in McDonalds restaurants, while the U.S. will run a premium
chicken sandwich promotion nationwide and will feature Olympians on packaging.
In addition, McDonalds markets across the globe are working with their
National Olympic Committees and Olympic athletes, hopefuls and moms, to share
the important message of energy balance.
McDonalds Olympic History
McDonalds became an Official Sponsor of the Olympic Games in 1976 and has
a long-standing commitment to the Olympic Movement. At the 1968 Olympic
Winter Games, McDonalds airlifted hamburgers to U.S. athletes competing in
Grenoble, France, after they reported being homesick for McDonalds food.
Since then, the company has served its menu of choice and variety to millions
of athletes, coaches, their families and fans.
The Torino 2006 Olympic Winter Games mark McDonalds fifth Olympic Games
as a TOP Sponsor and sixth as the Official Restaurant of the Olympic Games.
McDonalds current sponsorship will continue through the 2012 Games in London.
About McDonalds
McDonalds (NYSE: MCD) is the leading foodservice retailer with more than
30,000 local restaurants serving quality food to nearly 50 million customers
in more than 100 countries each day. Approximately 70 percent of McDonalds
restaurants worldwide are owned and operated by independent, local men and
women.
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