But even though they're sometimes hard to see, the lines are there. And McDonald's, in my opinion, has crossed one with this commercial.
I recognize the neighborhood McDonald's is just that: a member of the community, and a business that wants to support it. And to that end, I think there's nothing wrong with posting messages on their reader boards about what's going on in their town, their state or the world.
But when they make a manipulative (Carry On as the soundtrack? Subtle.), crass commercial exploiting genuine tragedy in the world, it's offensive. How many minutes away are we from the spot with the Je susis Charlie sign?
It might get a pass if it were genuinely in service of the greater good. But, let's not kid ourselves or let them kid us. They're doing it to sell their cereal-filled, heart-attack inducing, greasy little burgers.
McDonald's, with it's menu of over a hundred items and rapidly declining sales, lost it's way a long time ago.
Too bad they don't have an agency that can help them find their way back.
