I don’t have a TV in my house, or at least not one connected to any TV service, so it’s usually via twitter or some other means that I come across new ads. That does tend to mean that I only see ads that are either brilliant or terrible as these tend to be the ones people tweet about online. Last night, however, I tuned in to some live TV on TVCatchup, the UK’s live streaming service for all free-to-air channels. Between the endless re-runs of Big Bang Theory I came across this ad for McDonald’s which doesn’t really fall into either of those categories. It certainly isn’t terrible, but it did annoy me (in fairness to McDonald’s, this isn’t hard to achieve.)
Having never seen it before I didn’t know what brand it was for to begin with. I think the narrative is good, the family dynamic portrayed is familiar to many and the rainy northern setting is well observed. The family members are all portrayed well. You get a good feel for the friction. From the perspective of advertising craft it is all very nicely put together.
Then we come to McDonald’s role in all of this. This is the point at which I get annoyed. The idea of McDonald’s bringing people together is a perfectly reasonable one, not an especially original platform for a brand, but reasonable nonetheless. But what this ad boils down to to me is, if you’re having family problems, buy your kids a Big Mac and everything will be ok. That is, of course, an over simplification but it’s certainly what’s at the nub. You don’t need to actually tackle difficult family tensions, you can just bribe your kids’ (or step-kids’) into your affections by taking them to McDonald’s. Really, McDonald’s? REALLY? That’s the best way you could come up with of demonstrating that McDonald’s is a universal bringer of happiness that we all have in common?
Am I being too harsh? It just feels wrong to me to use this kind of family tension in this way.