I worked as a copywriter and creative director on McDonald's for over 20 years. Sign and Dinosaur ran on the Super Bowl and placed very high and garnered a lot of TV coverage and buzz. The Smile campaign rejuvenated the brand in the market when it was facing stiff sales winds. And the Trump commercial not only attracted a lot of notice, it increased Big 'n' Tasty sales by 25%. It has also been enjoying a second life in Late Night Tv host re-cuts ever since he became President.