Shill to the Beat of the Drum

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McDonald's and MTV Networks have partnered, in a bid by the fast-food giant "to reach young people without running advertisements." Instead of ads, a new "30-minute monthly programme called MTV Advance Warning" will "feature new musical talent combined with McDonald's advertising imagery." The program will run in the U.S., Latin America, Europe and Asia. The move comes as officials in the U.S. and European Union consider "restrictions on food advertising" due to rising youth obesity rates. As part of its "I'm lovin' it" campaign, McDonald's is also sponsoring a global tour by the musical group Destiny's Child, called "Destiny Fulfilled and lovin' it." McDonald's global chief of marketing said, "Music is the one universal language."