Magazine article Marketing

Adwatch: McDonald's - 'Pedometer'

Magazine article Marketing

Adwatch: McDonald's - 'Pedometer'

Article excerpt

Most creatives in this slot seem to pick an ad about which they can be positive. But looking at the list this week, I have to admit I'm struggling. Most of the better ads have already been reviewed recently, and a question needs to be answered by the people responsible for some of rest: do they think viewers, if empowered to do so, would press a button to get away from their ads? In other words, in the near future when everyone has a personal video recorder (PVR) such as Sky+, will such formulaic creativity and a heavy mediaspend work as well?

McDonald's, for example, is under incredible pressure at the moment and I'm not a huge fan of its recent marketing. The 'characters' campaign was brave, but misjudged. Since then, things have got worse for the company.

It has a product that people want and which is legal, but McDonald's also has government bodies and the media all over it like a cheap suit, accusing it of turning the whole country into a vat of lard.

You could argue, quite sincerely, that this is not McDonald's fault.

But it is suddenly, and horribly, its problem. …

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