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For instance, a musician might use a Creative Commons license to allow people to legally share her songs online, make copies for friends, or even use them in videos or make remixes.
CC offers free copyright licenses that anyone can use to mark their creative work with the freedoms they want it to carry. What is Creative Commons?Ĭreative Commons is a system that allows you to legally use “some rights reserved” music, movies, images, and other content - all for free.
The long-running TV campaign featured Sugar Bear singing a very laid-back jingle, and usually featured the bear and his nemesis Granny Goodwitch trying to out-maneuver one another for the cereal.Many musicians choose to release their songs under Creative Commons licenses, which give you the legal right to do things like use their music in your videos. The brand has a mascot called Sugar Bear, which had been developed in the late 1940s. One of the more popular vintage jingles was for Sugar Crisp cereal. Today, "I'm Lovin' It" is the longest-running McDonald's jingle in its 77-year history. sales shot up by $680 million and worldwide sales increased over $1.8 billion that year alone. McDonald's spent a lot of money launching the new jingle. The TV campaign featured both vocals and appearances from Timberlake and the rap duo The Clipse. The first version was released in Germany, in honour of the German agency that came up with the idea. Then McDonald's released its "I'm Lovin' It" campaign in 2003, with five commercials each aimed at different target audiences and translated into 11 languages.
I'm Lovin' It - the song - charted across Europe and was released as a digital download in the U.S.
Then, they would release the campaign and jingle, allowing the public to connect the song to McDonald's on their own. The marketing executive behind the collaboration called the decision "Reverse engineering."įirst they released the slogan into pop culture. They decided to release the song prior to the campaign and didn't mention McDonald's at all. They had an entire three-and-a-half minute song created for Timberlake called I'm Lovin' It, co-written by Pharrell Williams: This gave them the idea to collaborate with a fresh-out-of-'N Sync Justin Timberlake to create the jingle. Next, the agency needed to turn their idea into a jingle.ĭuring an early session with a German music production company, they got the inspiration for the famous "I'm Lovin' It" jingle when the president of the ad agency overheard a backup singer warming up in the studio. Their concept was: "Ich leeb iz," which loosely translates to "I'm lovin' it." But its idea would become the very first global campaign in McDonald's then 63-year history. Compared to the other heavy-hitting ad agencies in the competition, the German shop was microscopic. The winning agency was Heye & Partner, a DDB subsidiary based in the suburb of Munich. So McDonald's held a competition between 14 international advertising agencies to come up with a game-changing campaign. Other fast food companies were cropping up and eating into their market share. It had to withdraw from three countries and closed nearly 200 under-performing restaurants. The company posted the first quarterly loss in its history, losing $344 million. One in particular has even made one company billions of dollars… But a few big jingles have beaten the trend in recent years. Jingles had a great run until the late '80s, then songs overtook them.