Draft:McDonald's

McDonald's is an American multinational fast food chain, founded in 1940 as a restaurant operated by Richard and Maurice McDonald, in San Bernardino, California, United States. They rechristened their business as a hamburger stand, and later turned the company into a franchise, with the Golden Arches logo being introduced in 1953 at a location in Phoenix, Arizona.

1st Tag (1965-1968)
Tag: A camera shot of a McDonald's restaurant, where the iconic Golden Arches sign is in clear view. Copyright info appears below.

Variants:
 * Depending on the commercial, the shot of the restaurant could be different.
 * Sometimes, it's still.
 * There is a version where the sign is facing the camera without the restaurant in the background. The sign contains the same tagline from the 2nd tag.

Technique: Live-action.

Music/Sounds: Depends on the commercial, but most of the Ronald McDonald commercials have the same circus jingle as the previous logo. Sometimes combined with kids singing "McDonald's is your kind of place! Your kind of place!"

Availability: Seen on numerous commercials, such as "McDonald's Loves People", and other Ronald McDonald/McDonaldland commercials from the time.

2nd Tag (1967-1968)
Tag: Over a frame of the commercial, we see text that reads "McDonald's is your kind of place." Copyright info appears below after a few seconds.

Variant: Sometimes, only "... your kind of place" is seen.

Technique: Simple chyron effects.

Music/Sounds: Circus-style music.

Availability: Only seen on a few early McDonald's commercials featuring Ronald McDonald between 1967 and 1968.

3rd Tag (1967)
Tag: A 1960s psychedelic-style drawing of the Golden Arches monument, featuring the McDonald's sign as usual. Copyright info is below.

Technique: None.

Music/Sounds: The McDonald's "Your kind of place!" jingle.

Availability: Only seen on the "Your Kind of Place" commercial from 1967.

4th Tag (1968-1969)
Tag: Two arches form stylized mouths, with stars above making eyes. They make a "laughing" motion. Then, the two arches rotate upside-down, and reveal a 2D drawing of the McDonald's restaurant. Copyright information is below.

Variant: Sometimes, the beginning animation is cut off.

Technique: Traditional animation.

Music/Sounds: A man laughs in the background, as an announcer says "Look for the Golden Arches, for a quality so fresh, every day."

Availability: Only seen on the "McDonald's Is Fun" commercial.

5th Tag (1969-1970)
Tag: Over a black background, two yellow arches draw themselves, forming the McDonald's logo. A white rectangle slides in, cutting through the rightmost two arches. The rectangle then disappears, and cuts to the "McDonald's" text. Copyright info then appears.

Technique: Cel animation.

Music/Sounds: A jazz version of the above jingle.

Availability: Seen on numerous commercials from the time period, most notably the "Big Mac" advertisement.

6th Tag (1970-1972)
Tag: Same as the 2nd tag, but with the modified sign reading just "McDonald's", and sometimes yellow text below reading "BILLIONS & BILLIONS SERVED".

Variant:
 * For earlier McDonaldland commercials, the background is the McDonaldland environment.
 * On "Leprechauns", a Leprechaun is sitting on the McDonald's sign.

Technique: Live-action.

Music/Sounds: Depends on the commercial. For McDonaldland commercials, the McDonaldland jingle.

Availability: Seen on numerous commercials from the time, such as the early McDonaldland commercials.

7th Tag (1971-1975)
Tag: Same concept as before, but this time, a large McDonald's logo on the side of the restaurant. As before, copyright info appears below.

Variants:
 * Sometimes, the logo appears on the side of a food product.
 * For "Orchestra", the logo appears projected on the stage of a theater.
 * On "McDonaldland Band", the logo appears on a crudely-drawn stage backdrop.

Technique: Live-action.

Music/Sounds: Same as before. Mostly, it had the "You deserve a break today!" jingle introduced that year.

Availability: First appeared on "The Big Meal" and soon appeared on some McDonaldland commercials from the time.

8th Tag (1972-1973)
Tag: Over the ending scene of the commercial, "You deserve a break today." fades in along the bottom, with the McDonald's logo from the 5th tag. Copyright information usually appears below.

Technique: Simple fading chroma effects.

Music/Sounds: The "You deserve a break today!" jingle.

Availability: Seen on the "Moving Across America" commercials, as well as others from the time period.

9th Tag (1974-1975)
Tag: We zoom out of a shot of the Big Mac burger, next to packaging for such. Copyright info appears below.

Technique: Live-action.

Music/Sounds: The "You deserve a break today!" jingle, accompanied with an announcer saying "Where your dollar gets a break, every day."

Availability: Only seen on two Big Mac commercials.

10th Tag (1974)
Tag: Over a space background, we see the Golden Arches logo over red water. A butterfly flies above it, forming a rainbow arc. The text "McDonald's carries UN" flashes above. Them, it flashes into a dotted "7UP".

Technique: Motion-controlled animation directed by Robert Abel.

Music/Sounds: Disco-style music.

Availability: Only seen on the 1974 "7up McBubbles" commercial.

11th Tag (1975-1979)
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Tag: The final frame of the commercial zooms out to a smaller square, over a black background. The McDonald's logo, the product that's being advertised (if applicable), and "Times New Roman" appear below. Copyright info appears.

Trivia: This is the last main McDonald's commercial tag to include a copyright notice. This practice ended in 1979 when the "Nobody can do it like McDonald's can" campaign started.

Main Variants:
 * Sometimes, it's still.
 * Starting in 1978, the box has a border.

Other Variants:
 * On "Merry Christmas World", the background is red, and instead of the text, there is a box on the left containing a postcard that reads "Times New Roman". In between the text, an illustration of a ribbon is shown.
 * For McFeast commercials, the shape is a heart.
 * On "Happy Birthday Ray", the text instead it "Times New Roman", and the subtext below is "Times New Roman".
 * On "Go Bananas Shake", there is no McDonald's logo, and the text is and reads "Times New Roman".
 * For "Season's Greetings", the text is in "old-English" style.
 * For the "History of the Super Bowl" commercials, a bordered square containing the McDonald's logo and "History of the Impact" zooms out.
 * On "Big Mac" commercials from 1978, the text says "Times New Roman". Additionally, one commercial has the text fades out after a few seconds, leaving only the box, the logo and the copyright notice.
 * One commercial just has "One and Only Taste!" handwritten onto the tag.
 * On a commercial advertising a free sugar-free 7up deal, the text reads "Times New Roman"
 * Some "Quality You Can Taste" commercials just have said tagline as the text.
 * On "Family Reunion", the text reads "Times New Roman".
 * One commercial advertising french fries has the text as "Times New Roman".
 * "Daddy's Breakfast" has the text read "Times New Roman"
 * On a commercial featuring Drew Barrymore, the text is replaced with a stylized "Kids Day" emblem.
 * The base logo's animation made a surprise appearance in a 1982 commercial advertising a "Quality Game", where the McDonald's logo was moved to the lower left corner. Text fades in reading "COME PLAY McDONALD'S QUALITY GAME"
 * A version exists with "Arial" as the text instead. This was used in the United Kingdom.
 * An Australian commercial from 1978 has a background instead.
 * On one Australian commercial, the text says "Times New Roman" instead.

Technique: Camera-controlled animation.

Music/Sounds: The "We do it all for you at McDonald's" jingle. The style depends on the commercial.

Music/Sounds Variant: On most "Quality You Can Taste" commercials, there is no jingle.

Availability: Seen on many McDonald's commercials between 1975 and 1979.

12th Tag (1976)
Tag: The McDonald's logo, "AT PARTICIPATING McDONALD'S WHILE SUPPLIES LAST", and a copyright tag fade in over the final frame of the commercial.

Technique: Analog computer effects.

Music/Sounds: An instrumental version of the "Ronald McDonald" jingle, with an announcer saying "At participating McDonald's, offer good while supplies last".

Availability: Only seen on the "Wristwatch" commercial.

13th Tag (1979-1982)
(1979-1981)= gallery (1981-1983)= gallery Opening= gallery Specific Product/International Variants= gallery

Tag: Over the end frame of the commercial, we see two bordered rectangles zoom out. They are joined by the McDonald's logo, which zooms in and settles toward the lower right corner of the rectangle.

Main Variants:
 * On most commercials, the rectangle is accompanied with the slogan from the time period:
 * 1979-1981: "Times New Roman"
 * 1981-1983: "Times New Roman"
 * Opening versions of the tag exist, where it shows the title of the commercial before fading out. This version is still.
 * The open may be animated, but the specific animation depends on the commercial.
 * Sometimes, it's still.
 * Other times, it fades in.
 * There is a drop shadow around the tag in some commercials.
 * The logo may also be along with the border.
 * There are versions where the text can correspond to what product is being advertised.
 * On Ronald McDonald commercials, the border is drawn and the logo simply appears.
 * Starting in 1981, to coincide with the new slogan, the slogan simply appears on screen. The opening is also changed, with the title card now in a handwritten font.
 * On a commercial advertising a Star Trek Meal, an beam of light streaks from the box and draws the rectangle outline, as well as the McDonald's arches. The text, as well as the rest of the elements, flashes. Copyright info appears below.

Other Variants:
 * Australian commercials have a white Australia emblem at the bottom of the logo. The slogan is "Times New Roman".
 * On a commercial advertising Wild About Cherry, the text is in a neon script font and reads "Wild About Cherrry Shakes & Sundaes". The text flashes once.
 * On a commercial advertising gift certificates and Grimace toys, the textless version is used but with chyroned text reading "While supplies last at participating McDonald's."
 * On a commercial advertising a $1,000,000 Diamond Hunt, the border is made out of shiny diamonds, and shines. The text "$1,000,000 DIAMOND HUNT" is also metallic and sparkles throughout.
 * One commercial from 1980 has the text "CONTINUOUS PERFOMANCES DAILY", in a font. The text shines and flashes numerous times.
 * A version exists where there is only one border instead of two.
 * On "The City Divided", the text is in a bold sans-serif italic font, and the rectangle splits at the end for the open tag.
 * On "Love A Burger", the text "Times New Roman moves up during the end tag.
 * A special end tag was seen at the end of a commercial advertising an Atari game deal in 1981. First, we see a background, then an image bursts through it, revealing "TASTE THE THRILL OF ATARI AT MCDONALD'S", complete with a shine trail effect. The rectangle logo then forms as usual.
 * On "Tonight" commercials, two different versions were used:
 * Over a starry background, we see white script text reading "Welcome to McDonald's!" zoom up. A McDonald's sign acts as the logo.
 * The McDonald's sign zooms out, and "Tonight" moves in from the left. The border then flashes in.

Technique: Analog computer animation.

Music/Sounds: Either one of the McDonald's marketing jingles from the time period. Like the 11th logo, can depend on the ad.

Availability: Seen on a large number of ads starting in 1979.

14th Tag (Ronald McDonald exclusive) (1981-1986)
Tag: At the end of the commercial, Ronald McDonald draws two golden arches with his fingers, forming the logo with a glow effect. "McDonald's" then appears.

Variants:
 * Sometimes, the logo is simply "thrown" on screen. The logo glows as usual as the text appears.
 * Later in this tag's lifespan, the logo's appearances were made creative. For example, one commercial had the logo appear on Ronald's glasses, and another where the logo is inside a cloud.

Technique: Camera-controlled animation.

Music/Sounds:
 * 1981-1983: The "At McDonald's!" jingle.
 * 1983-1984: The "McDonald's, Ronald and You!" jingle.
 * 1984-1985: The "It's a good time for the great taste of McDonald's!" jingle (later cut down to "of McDonald's!" in 1985).

Availability: Only seen on the Ronald McDonald commercials from the time period.

15th Tag (October 1982-1984)
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Tag: Same as before, however the line only takes up the bottom half of the screen, and "McDonald's & You" is seen in a handwritten font. The logo also zooms out with the line.

Variants:
 * Like other tags, the text can also be changed to correspond to the meal being advertised.
 * On some commercials, there is no text.
 * Sometimes, the tag cuts in with the following scene. Other times, it fades in.
 * There is a drop shadow around the tag in some commercials.
 * Sometimes, the border doesn't reach the edges of the screen.
 * In one Canadian commercial, the border is thicker, and the logo's text is.
 * Australian commercials have a bordered Australia emblem at the bottom of the logo.
 * On a commercial advertising an Adidas/Big Mac deal, the text is, and "adidas/" is seen to the left of the tag. This version is still.
 * During the 1984 Olympics, the Olympic logo was shown on the left side of the screen.
 * Breakfast commercials from 1984 had an illustration of a sun behind the McDonald's logo.

Technique: Analog computer animation.

Music/Sounds: The "McDonald's & You!" jingle, which as before depends on the ad.

Availability: Unknown.

16th Tag (April 1984-1988)
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Tag: At the bottom of the screen, "IT'S A GOOD TIME FOR THE GREAT TASTE" fades in, along with the McDonald's logo contained within a square.

Variants:
 * Like before, there are opening variants with the commercial title.
 * For a commercial advertising french fries, the text is centered, and the McDonald's logo is nowhere to be seen. Instead, the Golden Arches are seen on a large model of a bag of french fries.
 * The tag can sometimes be still, or cut in with the next scene.
 * Some commercials omit the text.
 * Some commercials have slightly different text and logo positioning.
 * During the 1984 Olympics, the Olympic logo was shown on the left side of the screen.
 * There are a few instances where the McDonald's text is along with the Arches.
 * The Coca-Cola Classic logo can also appear next to the McDonald's logo. This appeared on "Easy as 1-2-3".
 * Canadian commercials have the Canada map below the logo.
 * A Spanish version of the tag exists.
 * In Australian commercials, the McDonald's logo is textless and in a smaller rectangle.
 * On "De Barge Sings", the different lines of text fades in as the jingle is being sung, followed by the McDonald's logo.
 * In 1985, to celebrate McDonald's 30th anniversary, the text was changed to "30 YEARS OF GOOD TIMES AND GREAT TASTE".
 * On "Hot 'N Fast", the text reads "YOU GET IT HOT" "YOU GET IT FAST". A underline animates below "FAST".
 * On the opening tag of "First Glasses, the rectangle is absent, and there is a  line running through the bottom half of the screen.
 * A rare variant was seen on "Once Upon A Time", where the red square and McDonald's text is absent, and the slogan is over a diagonal line reading "Good times, great taste!"

Technique: None.

Music/Sounds: The "It's a good time, for the great taste of McDonald's!" jingle.

Availability: Extinct, but can be seen on some commercials from the time period.

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1st Logo (1997-2000)
Tag: On a black background, we see the text "did somebody say". A red speech bubble with a yellow outline with the Golden Arches with a question mark to the right of it appears to the right of "did somebody say".

Technique: Pretty good 2D animation for the late 90s.

Music/Sounds: It varies, but a person or people say or sing "Did somebody say McDonalds?"

Availability: Seen on late 90s commercials for McDonald's.

2nd Logo (2003-2006)


Tag: At the end of the commercial, we see the famous Golden Arches zoom out. A flashing light then fades in and moves from right to left and turns yellow, as "i'm lovin' it" zooms out below the arches and leaves a trail.

Technique: 2D animation.

Music/Sounds: It depends on the commercial. Availability: Seen in their older commercials.

3rd Logo (2019-)
Tag: At the end of the commercial, we see the famous Golden Arches draw itself while a red square zooms out with the emblem resulting in a symbol similar to the McDonald's app logo. The tagline "i'm lovin' it" appears below starting in 2020.

Technique: 2D animation.

Music/Sounds: It depends on the commercial, most commonly a man singing the jingle off-tune or whistling. Availability: Seen on their current commercials.