McDonald's connects us all

This McDonald's ad is a marketing masterclass — and here's a 3-step process to create something similar:

1. PICK AN IDEA

What inspiring or motivating idea does your brand represent?

McDonald's clearly chose: "McDonald's connects us all."

2. SHOW, DON'T TELL

Create a story or image that makes people feel your idea, without you having to say it directly. The simpler the execution, the better.

McDonald's did this: One guy travels the world, asking people where the McDonald's is. No matter their language, they'll understand and help him.

3. TEST YOUR MESSAGE

Show it to other people and ask them: "What am I trying to say?"

When you say it without saying it, your audience connects the dots themselves — and that's when the message sticks!

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