The push is fronted by McDonald's first brand-oriented TVC in years, with a spot showing busy people suddenly stopped in their tracks, giving that person's 'inner child' an opportunity to climb out and rediscover what McDonald's has to offer.
"Your inner child would love to go to McDonald's, but when you are grown up it doesn't seem cool anymore," said Vicky Drake, group brand director for the agency which developed the ad, Leo Burnett.
Competition from delis and sandwich shops prompted the fastfood company to revamp its menu and its restaurant interiors, both featured in the new TVC.
"McDonald's has changed, but what it stands for hasn't," Drake said.
