McDonald's To Run Ad During Super Bowl XLIX After Years Of Only Pregame Spots

McDonald's "is prepping a Super Bowl spot" for the Feb. 1 telecast on NBC, after the QSR for years "opted out of the game, choosing instead to advertise in the pre-game slot just before kickoff," according to Maureen Morrison of AD AGE. Sources said that Publicis Groupe's Leo Burnett "won the Super Bowl assignment" for McDonald's. With McDonald's USA Senior VP & CMO Deborah Wahl "at the helm, the chain is making big moves both internally and externally, in an attempt to turn around sliding sales." Leo Burnett's selection "is not a surprise, given it won the pitch" for McDonald's rebranding efforts. It is "believed those ideas will play a role in the Super Bowl creative." The prominence of the company's "I'm lovin' it" slogan "remains to be seen" (ADAGE.com, 11/6).