Would a Congressional field trip to McDonald’s unclog bipartisan gridlock? According to McDonald’s new ad “Archenemies,” we as a country have been underestimating the power of Chicken McNuggets.
“We believe a little more lovin’ can change a lot, even in the world we live in,” the fast food giant’s U.S. CMO Deborah Wall said in a video explaining the company’s revamped marketing strategy. “Lately, the balance of lovin’ and hatin’ seems a little bit off. Who better to stand up for lovin’ than McDonald’s?”
And so begins a whimsical cartoon montage in which enemies unite (including Wile E. Coyote and Road Runner, Batman and the Joker, Packers fans and Bears fans) and reluctantly crack smiles together. (Sorry, Grumpy Cat. Hope you’ve invested your fortune wisely.)
While the new ad strategy, created by agency Leo Burnett, probably isn’t going to push a bill through Congress — unfortunately for Mickey D’s, 2013 Public Policy Polling found both Democrats and Republicans actually prefer Burger King and Wendy’s to McDonald’s — the company hopes the campaign will help reverse declining sales figures.
Other parts of McDonald’s revamp includes new packaging and uniforms, the inclusion of “cuties” in Happy Meals and a transparency ad campaign in which Mythbusters host Grant Imahara answers questions about whether there’s pink slime in Big Macs.