Start with a Classic

In world in which all problems have been solved, Jason Alexander offers the solution to the problem nobody has been having, spawning a major branch of future advertising more frequently associated with pharmaceuticals.

The McDLT. It could be the best tasting lettuce and tomato hamburger (pause for skeptical look) ever!

Accosting eager passersby with a delicious solution to the apparently ubiquitous problem of mushy, warm veg on their (ostensibly) “beefy” meat patties, Alexander sings and dances his way to wickedBADvertising glory.

This is a wickedBADvertisement for several reasons.

1. The song: “Beefy” isn’t a word to sing. Let’s get that out in front. The McDLT is for adults only, based on the childless world in which it is being offered. Everyone is sterile and there are no more children. They have all clearly given up on their hair and wardrobes. All of the non-whites in this town have lost all self-respect (and rhythm), Ronald McDonald is nowhere to be seen, and there is no PlayPlace under the golden arches. The horror. However, people do seem to be awfully chummy and agreeable (despite the intolerable circumstances of rampant soggy lettuce), so maybe the no-kids world isn’t so bad. Interestingly, only a few years after the McDLT was discontinued, McDonald’s introduced the Arch Deluxe… which they marketed directly and explicitly to adults. It flopped. Clearly adults need to be stealthily marketed to with a sneaky strategy such as…

2. Ad Solves a Problem Created by Advertiser: Burgers only previously had the condition of soggy veg due to McDonalds’ habit of having burgers prepared (hours?) in advance and tossed down a tin chute into a heating area. In the ozone-busting Styrofoam confines of the burger clamshell, irony would kick in to create a micro-greenhouse effect – steaming and reducing to flaccid mush the flavorless iceberg and unripe beefsteak. Buuuuuuttttt…

3. Blame the Customer: Clearly, this two-chambered container can’t be necessary due to McDonald’s product or practices being flawed, so it must be your fault, loyal customer. It’s during transit that everything gets all gross – so we don’t serve McDLT sandwiches to customers who sit in the dining room. Except that we do. Ooops.

4. Global Slogan Tie-in: Yep, you remember it, “It’s a good time, for the great taste, of McDonald’s.” This was one of many jingles McDonald’s has used to poison your childhood memories, and it couldn’t be left out of any ad. “Big Mac, fillet o’ fish, quarter pounder, french fries…” Earworm planting is a cardinal offense. McDonald’s current slogan, “I’m lovin’ it!” has been etching itself into your brain since 2003.

Sum: I actually have a fondness for this ad. It’s set in a post-apocalyptic yuppie universe in which Cop Rock is a perennial winner of all Best Drama awards. Bankers and joggers, tradesman and minstrels join in the communal joy, welcoming each other with song and dance and showing no class barriers. I’m lovin’ it.

Share

Advertisements