McDonald’s envelope commercial
Tom Dougherty, CEO – Stealing Share
6 September 2018
The McDonald’s envelope commercial is embarrassing
I’ve sure you’ve all seen the McDonald’s envelope commercial. It runs constantly.
Here is the gist. A young man applies for a scholarship and takes the letter to his McDonald’s manager who snatches it out of his hands and reads the acceptance aloud to all his fellow employees.
“Make no mistake about it, the manager in the spot represents McDonald’s. He is the de facto company. He snatches the letter from the young man, opens it and ignores the young man’s protests.”
The McDonald’s envelope commercial is charming
The McDonald’s envelope commercial is also quite sweet.
Mostly because the young man in the spot is very charming and empathetic. Well cast all around.
But it works only because of the fine acting and great casting. The message is a bit out of left field.
We are meant to see McDonald’s proudly claim the position of America’s best first job.
Hey, we all get that. It’s a stroke of account planning genius on the part of the agency writers and art directors.
We all KNOW that McDonald’s is exactly that. America’s best first job.
But what does the commercial really mean?
It is self-serving drivel. It’s all about McDonald’s and plays itself out in a fabricated world of unreality.
What do you think are the odds of a student-worker carrying an unopened letter regarding scholarship or university acceptance to McDonald’s first?
You and I both know you would open it at home. Parents and family come first. McDonald’s is a distant tenth on the list.
The manager (McDonald’s) snatches the letter from his hands. How lovely is that?
Make no mistake about it, the manager in the spot represents McDonald’s. He is the de facto company. He snatches the letter from the young man, opens it and ignores the young man’s protests.
Then he reads the news aloud to all the other employees.
The spot closes with all the co-workers applauding the student’s achievement and gain.
Really, they are applauding McDonald’s. And McDonald’s only.
Were it not for the fine acting we would find the spot offensive.
We forgive it because it is charming. McDonald’s should pull the spot. The messaging has all the wrong takeaways.
Unless you don’t find it odd that it excludes the young man’s family. That the manager has no regard for privacy.
I have come to hate the commercial. Once the veil dropped for me, all I see is a self-serving vehicle. A TV commercial about control, no family values and self-aggrandizement.
Look for yourself. See if you see what I saw. The McDonald’s envelope commercial is a bit embarrassing.
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