McDonald’s is hoping that a positive approach will refresh their standing with young consumers.

McDonald’s is hoping that a positive approach will refresh their standing with young consumers. They’ve chosen to “reignite” the famous “I’m lovin’ it” tagline, with a campaign full of “uplifting content” and a spot that includes a whole cast of nostalgic characters including the Smurfs, Batman, Spongebob, Mario and many more with their respective enemies, being encouraged to “Choose Lovin.’” The optimistic, loving approach will inspire not just advertising, but interactions with customers in-store and on social media as well. The chain’s sales were down 4.6% in November, reaching a decade low. (AdAge)