This McDonald's commercial, produced by Burrell Communications, depicts several African American kids double-dutch jump rope dancing in their neighborhood while singing a McDonald's rhyme. The neighborhood, people of all ages, afterwards meets up on the porch and enjoy a break with a McDonald's meal. This ad continues in the precedent set in the 70s, and works to appeal to African American consumers, picturing community and a friendly informal gathering and meal. By including connotations of belonging, fun, and family, McDonald's seeks to build positive associations with the brand.