McDonald's Ad: Forgettable

[Mike Gange]

McDonald’s latest advertisement makes me forget what product they are advertising.

 

You might have seen the latest McDonald’s ad for some burger or sandwich. It has some sort of up-tempo music, then all kinds of dancing and movement. In fact, the first few times I saw the ad, I thought the kids were so realistic they could have been any kid in my large-sized high school. My school is attended by 2000 kids, almost all of whom have eaten at McDonald’s, which is literally right next door to my school.

 

At first glance, I thought there were hundreds of edits in the 30 second ad. Then a closer examination showed only about 22 edits. It’s the music and movement that makes it seem so much active.

 

And the kids look so real. Some of them could easily be in my classes. The unrealistic part is that the kids I teach could not be doing the splits or the high kicks, dancing in syncopation or spinning around in the small spaces in behind the McDonald’s counter.

 

The ad is very effective. It makes me watch. The music is familiar and sending a message to me when it plays: I must watch. But something is wrong. I am paying so much attention to the music, movement and choreography that I can’t tell you what the product is. I know its McDonald’s sandwich but which one?

 

Good work McDonald’s. It’s an ad that is both memorable and forgettable.