Mixed reactions for McDonald’s “Signs” campaign

Social media has been treated to a splatter of mixed reactions following the launch of McDonald’s new “Signs” campaign in the US.

In a bid to promote the fast food brands community connections, the new campaign kicked off during the NFL and the Golden Globe Awards in the US.

Like a disappointing Big Mac, many took to Twitter to complain about the ad’s poor taste, with many finding it “crass”. Equally, many stormed social to congratulate its community message.

@McDonalds sorry, show your humanity by paying you workers more, not by showing maybe ten signs out of about a few thousand.

— Tiffany Fannin (@bluevol1976) January 12, 2015

I really like the new @McDonalds work about the stories behind their signs. Authentic and real. http://t.co/kpHkCUob3y

— Toby O’Rourke (@toby_orourke) January 13, 2015

Nice commercial about your signs, @McDonalds. It really shows how well you’ve pretended to care about people over the years.

— Spencer Clawson (@SpencerClawson) January 12, 2015

The ad sees a range of personalised signs decorated with community messages.

Created by Leo Burnett, the ad includes messages such as “thank you veterans”, “God protect the USA” and “we remember 9/11”.

https://www.youtube.com/watch?v=93KTpF9JDWo

“Since the first McDonald’s signs went up, local owners have been using them to say a lot more than just Billions Served,” the brand said on the site.

“Over the years, in good times and in bad, you might have noticed the sign at your local McDonald’s bearing a message from the heart. Whatever the message, there’s a story behind every one that captures a moment in time and reflects the lives of the community it serves.”