McDonald’s new jingle video features Finnish deaf rapper Signmark to promote inclusivity. The fast-food giant released a 3 minute-long video clip called “Something Bigger” for the International Week of the Deaf. In this jingle video, Finnish rapper Signmark raps in sign language next to a giant yellow neon arch. The positive vibes of the video are catchy, and the upbeat rhymes are mixed with feel-good lyrics such as, “But a dark day can always be made bright,” which were written by the hearing impaired rapper. We know for a fact that Gen Z and Millennials in Western Europe love music so any brand wanting to reach these gens should consider a collab with music influencers. By featuring Finnish rapper Signmark, McDonald’s new video also taps into another cause close to the heart of young Europeans: inclusivity. YPulse’s WE Ad / Marketing Effectiveness Report shows that 39% of young Europeans believe featuring diverse models and actors in advertising is the best thing brands can do to reflect diversity and be inclusive. (The Drum)
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