More than 1,000 TV spots and over 500 radio spots are placed for this month-long campaign, according to B.S. Dharma, McDonald's Singapore's V-P of marketing and communications.
The campaign, featuring Justin Timberlake's vocal and cameo appearances and popular Taiwan singer Lee Hom's vocal for the Mandarin version, seeks to "re-energise and connect better with customers".
Five creative concepts in 12 language versions have been developed by Heye & Partner, a member of the DDB Worldwide Communications Group Inc and McDonald's Germany's advertising partner for the past 32 years.
Individual countries will have the "freedom within a framework" to execute the creative direction, including style, musical approach and theme-line in their own local markets, and incorporate the 'I'm lovin' it' theme into advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives.