With its new CEO Steve Easterbrook, McDonald's is asking customers to “pay with lovin’” as announced in its new Super Bowl ad. Easterbrook took over after Don Thompson retired following months of poor sales.

As part of Easterbrook’s re-branding effort, McDonald's joined the list of more than 40 advertisers who paid $4.5 million for a 30-second spot in an attempt to win over the more than 110 million viewers tuning in the annual Super Bowl.

McDonald's officially unveiled its promotional offer as the Super Bowl kicked off introducing a new form of payment from customers, which is a gesture of goodwill. The new ad marks the company’s first time to air a Super Bowl ad since 2007.

From from 6 a.m. to 6 p.m. on Feb. 2 to Feb. 14., McDonald’s employees in each store across the United States could ask random customers to “pay with lovin’” by hugging someone, dancing or giving the server a fist bump. In return, the customers can have their food for free.

Posted on YouTube on Jan. 30, the one-minute video titled “McDonald's: Super Bowl XLIX Pay With Lovin'” reached more than 1.7 million view after three days with more than 3,500 likes and less than 500 thumbs down. Watch the video here:

Credits: YouTube/McDonald's

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