Magazine article Marketing

Recall: Adwatch 03.09.08 - McDonald's

Magazine article Marketing

Recall: Adwatch 03.09.08 - McDonald's

Article excerpt

The fast-food chain's 'Oriental' ad is exuberant, but ultimately feels cartoonish and unreal.

About 12 months ago, I read an interview with a restaurateur from New York. He runs a simple but well-respected short-order place, and struck me as a sharp, down-to-earth sort. Among other things discussed in the interview, he offered his opinion on the sheer amount of restaurant choice in the city.

The man was remarkably unfazed by the competitive conditions in his market, and memorably said that he was looking forward to watching the current recession take the lightweights out of the game - particularly all the new, trendy, Fancy Dan restaurants that don't understand their value equations. Well, he didn't use those two words, but that is what he meant.

A year on, I found myself watching a McDonald's ad for this column and his words felt strangely prescient. As the economy tightens, people look for more affordable ways to brighten up their day, and this might just play nicely for McDonald's. …

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