Timber! for Timberlake?

Crain's Chicago Business ^ | 2/3/04 | James B. Arndorfer

[madprof98]

McD's considers options after celebrity's gaffe

McDonald’s Corp. is calling “inappropriate” the notorious Super Bowl halftime show incident involving celebrity spokesman Justin Timberlake. But—at least for now—the fast-food giant is sticking with the singer.

“There is no change in our relationship,” says a company spokesman.

Mr. Timberlake sang and had a brief cameo in one of the first ads in McDonald’s new “I’m lovin’ it” campaign. McDonald’s also sponsored a European tour by Mr. Timberlake that ended last month. Sunday's Super Bowl gaffe—in which Mr. Timberlake removed part of singer Janet Jackson’s costume during a performance and exposed her right breast—puts McDonald’s in a difficult position.

The Oak Brook-based restaurant operator is a mass marketer that appeals to families, and the Super Bowl flare-up has offended people across the country and raised the hackles of the Federal Communications Commission.

At the same time, McDonald's is striving to put a hip spin on its brand and appeal to teens, who likely weren’t offended by the Ms. Jackson's controversial exposure, marketing experts say.

Time out for Timberlake?

In a prepared statement, McDonald's denounced Sunday's performance. "Everyone involved has said it was an unfortunate mistake, and their apologies are certainly in order.”

But the next several days will be crucial to the relationship McDonald's has with Mr. Timberlake, observers say. If it blows over, McDonald’s likely maintain its ties with the celebrity endorser. And so far, much of the controversy has focused on CBS, which televised the game, and MTV, which produced the halftime show.

But, marketing experts warn, it the controversy intensifies and centers on Mr. Timberlake, McDonald’s may have to make a move.

“If it doesn’t go away in a week you want to look at” options, says Allen Adamson, managing director of the New York office of marketing consultancy Landor Associates, a unit of U.K.-based WPP Group plc.

Others say even if McDonald's chooses to stick with Mr. Timberlake, it likely will use him sparingly until the event blows over.

“They’ll sit tight,” says Christie Nordhielm, a marketing professor at the Kellogg Graduate School of Management.

[madprof98]

Looks like McDonald's has to make the same choice the NFL made: families or freaks?

[Behind Liberal Lines]

bump for later

[stuartcr]

I think the choice is more like...revenue or less revenue

[freeangel]

Please make you feelings known to mcdonalds corp--for whatever good it does.

[dfwgator]

McDonalds needs to get rid of that stupid "hip-hop" I'm Lovin' It ad campaign.

[Robe]

Maybe they haven't really heard from us yet

McDonald's U.S. Marketing/Promotion/Advertising

[pointsal]

okay, the next event is the "pro" bowl...is that to be followed with the gay bowl?

[niteowl77]

Like most post-modern corporations, they will choose the freaks, because they know that the families will patronize them anyway (being either too ignorant to see that they fund their enemies in doing so, or having no morally superior alternatives). Since the freaks are now part of the corporate family anyway (entertainment and sports are liberally sprinkled with freaks on the surface, but guys with suits fester under the crust), they don't have too much to worry about.

Win-win for the oligarchs (again).

[Sunshine Sister]

I emailed McD's this morning. Maybe we need to keep emailing them for a week to get them to dump the trash. Adults go to McD's too. I'd think they would cater to all age groups.

[sinkspur]

Win-win for the oligarchs (again).

For heaven's sake! This is all a Masonic plot.

[Keen-Minded]

If McDonald's doesn't take a stand against Timberlake and fire him...it's Burger King for me and my family!

[jtminton]

They heard from me already!

[mbynack]

I sent them an e-mail telling them why I would not longer patronize McDonalds as long as Timberlake is a spokeperson. I doubt that it will do much good because most of us aren't in their target demographic.

[ImpBill]

Wonder what Micky Dee's will say now that Janet has revealed that the thing was planned? More than likely nothing. The indignation of many will fall short of hitting the coarsened values of the majority in this nation, sadly.

[apackof2]

Two words: Burger King

[MizSterious]

Judging from their "sounds of the ghetto" ad campaign, I think they've already chosen: freaks. (Ghetto-burger, anyone? ewww...)

[daylate-dollarshort]

"Wonder what Micky Dee's will say now that Janet has revealed that the thing was planned?" That's too easy...nothing....but look for a new line of Janet Jackson nipple ornaments offered in McDonald's Happy Meals shortly.......

[kayak]

Sunday's Super Bowl gaffe

Gaffe???

My dictionary defines gaffe as "a social or diplomatic blunder" .... hardly what I would call that cheap, tawdry incident on Sunday nor the sleaze that preceded the finale in the half-time show.

[Semi Civil Servant]

I can't imagine why McDonalds wouldn't want a man who simulated a sexual assault on national TV as one of their spokespersons. (/sarcasm)

[Moleman]

The incident is blown out of proportion- that said Timberlake is a no talent ass.