McDonald's TV campaigns and slogans
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There have been many McDonald's TV campaigns and slogans over the years, and they are one of the most prevalent fast food advertisers. McDonald's Canada's Corporate website says that the commercial campaigns have always focused on the "overall McDonald's experience", rather than just product. The purpose of the image has always been "portraying warmth and a real slice of every day life." Its TV ads, showing various people engaging in popular activities, usually reflect the season and time period.
The campaign that really took off and achieved market differentiation was "You Deserve a Break Today" (a song reportedly written by a young Barry Manilow). McDonald's had begun converting its stores from the traditional "drive-in look" that their store featured (as with most other hamburger places) to the "restaurant look" and an expanded menu. In this famous TV ad, there was almost no mention of food. Instead, the ad featured an all-male McDonald's cleaning crew, singing after-hours about their individual tasks, and emphasizing that "at McDonald's it's clean!" just before launching into the dynamic, almost operatic chorus: "You...de...serve...a...break...to...day / So...get...up...and get...a...way... / To McDo...nald's / McDO...NALD's!"
Here is a table containing past and present McDonalds slogans:
| McDonald's Slogans | |
|---|---|
| Year Introduced | Slogan |
| 1960s | Look for the Golden Arches |
| 1967 | McDonald's is Your Kind of Place |
| 1971 | You Deserve a Break Today |
| 1975 | We Do it All for You |
| 1975 | Two all beef patties special sauce lettuce cheese pickles onions on a sesame seed bun |
| 1976 | You, You're The One |
| 1979 | Nobody Can Do It Like McDonald's Can |
| 1980 | You Deserve a Break Today |
| 1981 | Nobody Makes Your Day Like McDonald's Can |
| 1983 | McDonald's and You |
| 1984 | It's a Good Time for the Great Taste of McDonald's |
| 1985 | It's Mac Tonight |
| 1988 | Good Time, Great Taste, (That's Why This is My Place) |
| Late 1980s | Theres nothing quite like a McDonald's |
| 1990 | Food, Folks and Fun |
| 1991 | McDonald's Today |
| 1992 | It's Mac Time (Australia only) |
| 1992 | What You Want is What You Get |
| 1993 | Do You Believe in Magic? |
| 1994 | Make every day a McDonalds Day (South Africa only) |
| 1995 | Have You Had your Break Today? |
| 1997 | My McDonald's |
| 1997 | Did Somebody Say McDonald's? |
| 1998 | Only McDonald's (Australia only) |
| 1990s | A Visit To McDonalds Makes Your Day (United Kingdom) |
| 2000 | We Love to See You Smile |
| 2000 | Put a Smile On |
| 2001 | There's a little McDonald's in Everyone (Canada only) |
| 2001 | Things that make you go 'mmm' (Australia, UK and New Zealand) |
| 2002 | Every time a good time |
| 2003 | i'm lovin' it |
The current slogan for McDonald's now is "i'm lovin' it" preceded by a short a capella musical signature, "ba da bum ba ba".
See also
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