McDonald's Canada prepares Super Bowl ad
By Adnews Staff
McDonald's Canada will release a 60-second television commercial during the Super Bowl broadcast this weekend as part of its "Our Food. Your Questions" initiative. The program invites consumers to submit questions about the chain's food to a website in order to receive an answer by text, image or video. The commercial, called "One at a Time," was developed by Tribal DDB. It features a number of frequently-asked questions and answers from the program's first eight months, such as the ingredients of Big Mac sauce, the contents of Chicken McNuggets and the beef content of McDonald's hamburgers. The ad will also be posted online and promoted through social media sites. "This year, we want to reach out to and connect with even more people," said Joel Yashinsky, chief marketing officer at McDonald's . "We want to have an honest conversation about our food, and honour the role that we play in the lives of Canadians and of millions people around the world. With the opportunity to reach more than eight million viewers, there's no better way to kick-off the year than at Super Bowl." The company will also re-broadcast a 60-second ad called "Around the World" during the game. This commercial, developed by Cossette last year, depicts the international appeal of McDonald's.