Are you lovin' it? RaiseYourArches
A week or so ago, McDonald's seemed to be teasing a new version of its logo on Instagram. And while at the time there were plenty of ideas around what this new logo could signify – a new adult Happy Meal, for example – it turns out we were all wrong. Because theactually represents a pair of raised eyebrows, in a 60-second spot named Raise Your Arches.
But does it work? On the plus side, I like the addition of a few clever details that give a nod to the brand. First of all, the first lady who appears is wearing McDonald's colours. The black 'M' on the Post-It shows how little we need to recognise those famous golden arches. The window cleaners dressed in red and yellow also provide a link to the brand, and their reflections in the window add to this.