Dive Brief:

• As a continued part of the rebranded "I'm lovin' it" campaign, McDonalds has released a new video spot focusing on the signs outside locations.
• The spot, which is titled "Signs," profiles various real-life marquees with positive messages about events like birthdays, anniversaries, and 9/11. 
• Put to the tune of Fun's "Carry On," the spot is meant to "continue to tell the story of McDonald's that it plays a role in the communities we serve," according to Joel Yashinsky, U.S. VP-marketing.

Dive Insight: 

As is the overall goal of the rebranding, "Signs" is trying to put the focus on McDonald's as a positive institution rather than on the fact that the food is less than healthy. Just like recently released "Archenemies," the new spot is working an emotional angle by pulling from big life events and major tragedies. As the fresh food and the farm-to-table movement continues to be chic, "signs" is a clever way for McDonalds to reassert itself as an important part of communities.