McDonald's has rolled out a tear-jerking, feel-good publicity campaign that will allow customers in the US to pay for their meal with hugs, an impromptu dance, and fist bumps as part of a Valentine's Day promotion.
First aired as a Super Bowl commercial, the campaign hinges on the company's current slogan, "I'm Lovin' It" and will allow randomly selected customers across the US to "Pay with Lovin".
That may mean scoring a free Big Mac by raising the roof and putting their hands up in the air, giving a staff member a fist bump, or calling up their mom to tell them how much they love them.
"Your total is one big family hug," says a McDonald's worker to a family of customers in the promotional ad.
The campaign starts Monday and ends Valentine's Day, February 14 and customers will be selected randomly at participating restaurants across the US.
It's the latest feel-good ad campaign that aims to personalise the customer experience. Coca-Cola's branding promotion, for instance, emblazoned bottles with the most popular first names in markets around the world.
Chocolate brand M&M's also invites customers to personalize chocolate candies with photos and messages for their loved ones every Valentine's Day.
Watch the ad here: