Shown at NFL playoffs and at the 2015 Golden Globes, a McDonald's commercial ad campaign containing messages about historical tragic events is currently under fire.
The company claimed that the ad titled “Signs” is its way of conveying its message of love by spreading and highlighting the loving part of their long time slogan that says "I'm Lovin' It."
Set to a children's choir singing the rock band Fun's "Carry On," the controversial one-minute ad features a montage of signs of different McDonald's restaurants that included messages of support for different tragic events.
These messages include "Thank You Veterans," Pray for Drew, Keep Jobs in Toledo,” “All of us weep for the Columbia families,” "We Remember 9 11,” Pray for the rescue of the miners,” “Boston Strong" and “We Believe In You Crystal,” among others.
On the other hand, critics find it tacky for McDonald's to use tragic events to make a good image for itself.
According to McDonald's USA Chief Marketing Officer Deborah Wahl, the reason for such a bold ad campaign is to show the role played by company as part of the communities through good times and bad moments so removing the latter would be dishonest.
The level of attention that the biggest hamburger chain is getting from the community and media is massive, and such reaction to this campaign ad was not expected, added Wahl in a phone interview with Richmond.
Wahl also mentioned that good advertising creates good emotion but it is still early to tell if the ad is a hit. Watch the controversial McDonald’s “Signs” commercial ad here: