McDonald's has released a series of soccer ads that bring together the rival teams and fans of UEFA Euro 2016 in response to the violence that has resulted from conflicts of interest and disorderliness.
In order to battle against this, the fast food brand shows the teams as one by uniting them in the form of a scarf. One woman holds up one that shows Sweden and Italy connected, stitched together in the middle, whereas another of the soccer ads shows a man uniting the names and colors of Ireland and Belgium. Included in the left corner are the words "Come as you are" and the brand's iconic golden arches to the right. McDonald's created the ads as it is listed as an official restaurant of UEFA Euro 2016 and hopes to facilitate peace and promote diversity among its consumers.
Key Themes Behind This Trend
- Promoting Unity
- Ad campaigns that promote unity and diversity in response to social conflicts
- Brands with Social Responsibilities
- More companies taking public stands on social issues and promoting their social responsibility through marketing
- Positive Emotional Branding
- Brands using positive emotions like love, peace, and joy to connect with consumers and build long-lasting relationships
Where This Applies
- Fast Food
- Fast food chains leading the way in promoting social responsibility through their advertisements
- Sports Apparel
- Sports apparel companies gearing their marketing campaigns towards promoting unity and reducing sports-related conflicts and violence
- Marketing and Advertising
- The marketing and advertising industry prioritizing positive emotional branding and social responsibility in campaigns to connect with consumers
