Outrageous, silly, funny or witty, an edgy advertisement to its highest humor, a woman is shown bowing her head and holding a hand over her face in shame in a poster displayed on a subway. “You’re Not Alone. Millions of people love the Big Mac,” the poster says next to her photo.
With the connotation of anyone who is “suffering” from problems like the woman in the photo can call the toll-free phone number also shown in the poster so that they can call for help but the number (800-244-6227) connects you to a McDonald’s corporate line.
A spokesperson for McDonald’s said that the ad was not approved of by McDonald’s. From the statement of Bradley Associates credited to McDonald’s spokesperson Nicole DiNoia:
“A local print ad displayed on the Massachusetts Bay Transportation Authority (MBTA) was recently brought to our attention. We can confirm this ad was not approved by McDonald’s. And, as soon as we learned about it, we asked that it be taken down immediately. We have an approval process in place, with our marketing and advertising agencies, to ensure that all advertising content is consistent with our brand values. Regrettably, in this incident, that process was not followed. We sincerely apologize for this error.”
The ad has shown up on the Orange line of Boston’s T subway system, Boston Magazine noted. As one would have thought, some people say the ad is in bad taste particularly David Yamada, who hosts a blog for the New Workplace Institute at Suffolk University Law School in Boston. The poster looks like an ad a crisis center only with different words. Yamada after seeing the poster wrote that McDonald’s has hit “a new low” by “making fun of public service ads for people who may need mental health counseling”:
It seems that the ad writers and executives in McDonald’s high-priced marketing operation failed on this one, not funny at all.
On the contrary, there is a bit of a funny thought against this one the ad basically admits that there is something wrong and shameful discomforting, embarrassed, or painful about loving McDonald’s marquee attraction, the Big Mac. The ad is clearly proposed to be provoking, following the stereotype of that it’s better to offend than be ignored.
The target market for the message is obviously younger patrons, who apparently live and breathe irony everyday. Fascinatingly, McDonald’s appears frantic to get in touch with this demographic, which together isn’t really “loving it” at the Golden Arches lately.
AdAge recently emphasized research demonstrating that even supposing McDonald’s is the world’s leading fast food chain, the product is not in the top 10 favorite restaurants for consumers’ ages 18 to 35, approximately.
That’s a real crisis for McDonald’s. but the state they were doing at the moment may only worsen the dilemma they are currently facing.
Bradley Associates: McDonald’s Compares Loving Big Macs with