(There's a full blow by blow account on Pitchfork plus an excellent video explanation from Hodges U.)Ĭomposition claims aside, the secret to this audio logo is that it's ultra-flexible, and easily adapted to local markets, languages and cultures everywhere, as well as specific campaigns and different musical styles. The truth is confusingly complex, but essentially a succession of creatives contributed to the final jingle, including the German ad agency Heye & Partner, Justin Timberlake, Pharrell Williams, Pusha T, and others. So much so, that there's been a great deal of controversy within the pop and hip-hop communities about who actually wrote it. The slogan 'I'm lovin' it', accompanied by a super-catchy “ba da ba ba ba” vocal hook, was universally popular and instantly recognisable. ![]() So it's perhaps surprising that the corporation, first launched as a franchise operation in 1955, waited almost half a century before it launched its first global marketing campaign, in 2003. Love it or loathe it, McDonald's certainly knows branding.
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