This a commercial for McDonald's that aired recently. It's really more of a commercial for the company and brand itself, rather than a specific product. But that's the thing about it--not only doesn't it show a specific product, it doesn't really show any sound reason for why McDonald's is good. What it does show is many classic and well-known movie, cartoon, and video game rivals getting along in the name of love, followed by the McDonald's logo.
The commercial, with its charming animation and music, appeals to the need for aesthetic sensations and makes us feel creative, as well as giving us a more optimistic attitude about life and love. It delivers this using the advertising technique of diversion to talk about something that has nothing to do with McDonald's and make the consumer associate the company with it.
The explicit message, stated directly through the song and exemplified through the animation, is that "love is endless." It suggests that love can break down all barriers, including age-old rivalries. The implicit message is that McDonald's is built on the foundation of love and that the message that "love is endless" is essential to the McDonald's company.
All of these things culminate to make the viewer/consumer think that McDonald's is a loving, comforting place and brand that, somehow, through their food, they can bring the world together in the name of love.
I thought it was really interesting that McDonalds integrated clips that involved things we all know and love like Mario and Bowser, Pacman, Spongebob, Roadrunner, etc... Since we all know and love these characters, McDonalds is trying make us love the company just as we love the characters. I can't remember the last time I saw a commercial quite like this. Also, I agree that this appeals to the need for aesthetic sensation.
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