New South African McDonald’s Ad: Not Lovin’ It

Eric Dye —  April 1, 2013 — 4 Comments

Mc Donalds Commercial

This new South African McDonald’s Ad was meant to be touching.

A feel-good kind of ad to make you feel all warm and fuzzy about eating McDonald’s food. Unfortunately, they went about it in a not so tasteful way.

Everybody Has Got Something to Give

According to the ad agency:

“Based on the premise that everybody has got something to give, we set out to spread happiness with this live stunt commercial. No actors, just a real orphanage and old age home, and one take to get the moment. The TVC has already been awarded Best of McDonald’s TVC for 2012/13 by some of the top McDonald’s Creative Directors from around the world.”

There’s a number of things that are going on with this ad that make feel uncomfortable.

  • Using the marginalized people of society to sell a product–what has McDonald’s done for these people? (Maybe a lot, I don’t know.)
  • Over simplification of “happiness”

What do you think?

I’m not lovin’ it.

Eric Dye

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I am an entrepreneur and human rights advocate. I spend most of my time as writer and editor for ChurchMag and Finding Justice, but you can also find me working on Live Theme and for the International Human Rights Group. All while enjoying my family and sipping espresso in Italy.

4 responses to New South African McDonald’s Ad: Not Lovin’ It

  1. While it’s typical of sweet syrupy advertising that I don’t always enjoy I didn’t find the racial thing upsetting. I’ve been travelling to South Africa annually for over a decade and am constantly amazed at the level of forgiveness coloureds and blacks have extended to whites. I think this ad captures that beautifully.

  2. I must agree. I don’t see this as nefarious as is being presented.

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