McDonald’s ‘Signs’ campaign draws mixed reactions

Though several think the new ad for the declining fast-food brand is touching, others aren’t ‘lovin’ it.’

Ragan Insider Premium Content
Ragan Insider Content

Reviews of have been mixed, and a parody of the ad appeared shortly after the ad’s debut Sunday during NFL games and the Golden Globes Awards.

The message is that through it all—disasters, deployments, tragedy and triumph—McDonald’s is there as a constant in your community. A message at the end of the commercial online encourages users to get the stories behind the signs on McDonald’s Tumblr account.

Are your heartstrings sore yet from being tugged upon?

The campaign is the brainchild of the fast food chain’s longtime agency of record, Leo Burnett. It’s become a divisive topic on Twitter, with some thinking it’s the company’s strongest campaign in years.

Call me a chump, but I loved that McDonald’s ad. #GoldebGlobes

— Roger Simon (@politicoroger) January 12, 2015

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.