Question

In a paragraph of no less than 125 words, explain how a commercial jingle titled You Deserve a Break Today advertising fast food displays attitudes or values of American culture.

Answer 1

Some ideas may be the result of inspiration, but one of our best was born more out of desperation. "You Deserve a Break Today," which we launched for McDonald's in 1971, was later named jingle of the century by Advertising Age. But it almost never happened.

At the Needham, Harper & Steers agency in Chicago, we won the McDonald's account in a pitch where no creative work was allowed. But we had gathered research confirming that consumers in those days needed an escape from the humdrum and sameness of their lives. Moms needed an escape from meal planning, dads needed relief from the high price of eating out, kids needed a respite from broccoli and table manners, and on and on. Folks needed a getaway from their daily routines.

So, if folks needed a getaway, how about likening McDonald's stores (that's what they were called then) to enticing island getaways where the people are friendly, the food is fabulous, and the whole delightful experience is easily affordable. A perfect metaphor! "Come to the McDonald's Islands." We wrote a hooky jingle with an island beat. McDonald's loved it, and off we went to Hollywood to film it.