I couldn’t believe my eyes earlier this week. McDonald’s ran a commercial featuring Olympic Athletes who’ve been waiting and training for the Games all their lives. It was a spot that roped me in for a few seconds, and then they did what? They put a fried chicken sandwich in the Athletes’ hands.
Oh my, they have really sunk to a new low. It was such a disconnect for me. Here are these unbelievable people who’ve so much discipline in their training, and what they consume, in order to attain the most efficient body for their particular passion. Does anybody actually think these folks believe a McDonald’s fried chicken sandwich is like gold?
I was instantly disgusted with the spot and thought the agency should be fired. It’s not that the idea is bad or even poorly executed — it’s paired with the wrong product!
If these athletes were standing up there and the product revealed was a vitamin-enhanced water, I might believe they actually use it. But a fried chicken sandwich???
Bill Bernbach and the Creative Revolution
Bernbach, along with James Doyle and Max Dane, founded DDB in 1949. He had left Grey Advertising in “an act of defiance,” taking one small