The marketing drive has accompanied a turnaround in fortunes for the burger giant. Its revenues climbed 11 percent to US$19.1 billion last year, and the company won a 2004 marketer of the year award from Advertising Age magazine.
Other companies are following suit, many taking advantage of the nature of global celebrity.
While McDonald's has employed Justin Timberlake and Destiny's Child for "I'm lovin' it," Sarah Jessica Parker and Madonna have both danced for Gap Inc.
Reebok International Ltd announced a new global campaign this month to feature, among others, US basketball player Allen Iverson, rapper Jay-Z and actress Lucy Liu. The campaign will link all the sportswear company's advertising efforts under the slogan "I Am What I Am," in ads that purport to show the real personalities of the celebrities.
There are major cost benefits from running one campaign around the world -- from the advantage of repeating one ad, perhaps dubbed into several languages, to the ability to use the same packaging.
Having a global focus also raises the possibility that ideas can be generated anywhere.
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