This commercial was intended to refuel the brand’s claim “I’m lovin’ it”, for McDonald’s popularity in Germany had been stagnating for a few years. Following the motto “what you once loved, you never forget”, the clip tells a heart-warming story about two teenagers who spend an unforgettable summer together, then lose sight of each other, and meet again years later – all thanks to the girl’s very special kind of order. “What we love” became the metaphorical arrow of love into the hearts of the target audience, encouraging people to recall their love.
Andreas Pauli, Armin Jochum, Jörg Hoffmann
Till Rothweiler, Viktor Kislovskij
McDonald’s Deutschland Inc., Munich
Leo Burnett Germany, Frankfurt/Main Thjnk ag, Hamburg