One easily-translatable message - "I'm lovin' it" (which was dreamt up by the firm's German advertising agency) - would unite the entire McDonald's "system" and show the world it meant business.
To a UK audience, "I'm lovin' it" recalls The Sun's recent "we love it" campaign (another example of a market leading brand with a bit of an image problem, going for feelgood inclusivity over triumphalism).
But it was Hatfield's one line, "'Cause you don't love me like you used to do" in "You've Lost that Lovin' Feelin'" which still sends chills up my spine when I hear it.
