Lately McDonald’s has been experiencing a decline in sales, probably because customers are becoming more ecologically minded. With that said, the company is changing its vision to cater to the needs of its changing target market. McDonald’s change in attitude will most likely affect its upcoming Super Bowl ad. CMO, Deborah Wahl, said that its 60-second commercial, “will reveal a big idea”. This “big idea” will probably align with its new messaging for the company.

It looks like the Super Bowl commercial will probably head in the direction from a “billion-served” to a “billion heard”.

For example, McDonald’s published this video in the beginning of January. The video expands on the idea of “lovin” instead of its usual “im lovin’ it” campaign.

In early January, McDonald’s published a video on its YouTube channel, which shows a collection of its signs. “Signs across the country have been used to spread messages of love, hope and respect,” reads the description. The video was met with a lot of criticism, and created a backlash on their facebook page.

Here is the original video:

For a quick chuckle, we recommend to watch Collegehumor’s realistic version of the McDonald’s signs ad.