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McDonald's, Discover, Fiat Chrysler To Run Super Bowl Ads

McDonald's today will announce that it is "back in the Super Bowl after eight years on the sidelines, with an unusual ad promoting a 'new way to pay.'" Leo Burnett, Chicago, created the 60-second spot, titled "Lovin' Pays." The ad was "filmed with real employees and real customers in December at several McDonald's stores in the Chicago area." The QSR's promotion "asks random guests to perform simple acts of kindness in exchange for free food" (USA TODAY, 1/30). Also unveiling plans to advertise in the game were Discover, Skechers and Fiat Chrysler (THE DAILY).

Meanwhile, USA Today runs an special eight-page Super Bowl XLIX preview section that features a viewer’s guide to NBC's coverage and a look at how “masterminds” Bill Belichick and Pete Carroll “offer intriguing study in coaching contrasts.” Ads from Mercedes-Benz and NBC appear in the section (THE DAILY).

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