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McD's brings back the heart in latest round of commercials.(Brief Article)
Crain's Chicago Business, November, 1999 by KRAMER, LOUISE
The emotion is back. Without changing the tagline or its overall ad strategy, McDonald's Corp. is attempting to evoke a more feel-good connection with consumers in its latest batch of commercials, much the way past advertising did. Oak Brook-based McDonald's recently broke "First Book," a 30-second spot featuring a blind girl reading a book all by herself for the first time.
"We've always had a tremendous, rich tradition, and even a heritage, of producing commercials that do more than just sell our products," said Larry Zwain, senior vice-president of marketing. Mr. Zwain, who was named to his post in January, said one of his first requests to the chain's national agencies was to ratchet up the feel-good factor in brand advertising. On the local front --...
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