McDonald’s New Ad

02 Jun

I’m struggling with what this ad really says. It’s part of a larger
campaign that positions McDonalds as a place for everyone.

The commercial is being hailed as an achievement. ‘Hey look, there’s a
gay kid in an ad for a major company! Yeah, it’s only aired in another
country, but this is progress, right?’

But wait, the kid isn’t even out. He’s getting lunch with his dad, and
has to hang up the phone quickly while talking to his boyfriend so that
his dad doesn’t hear. So guess what, he doesn’t get to come as he is.

Maybe I’m a curmudgeon. Maybe I’m taking it too seriously. But if
McDonalds really wanted to go pro-gay in this ad, they need to try
harder next time.


Posted by on June 2, 2010 in Uncategorized


4 responses to “McDonald’s New Ad

  1. rainbowmittens

    June 2, 2010 at 5:10 PM

    Eh, I think you’re missing the point. I think the ad is an affirmation of the kid. It’s saying, “Dude, we get it. Your dad’s a jerk. Life with him is awkward. You can come have lunch with us, though. It’s cool. Just…don’t bring the jerkwad next time.”

    Plus, how many parents are watching the ad going, “Oops. I treated my kid like a total jackass.”

    • joubiku

      June 2, 2010 at 5:32 PM

      Yeah, but wouldn’t it have been even better for the dad to say, “Next time, bring [name] along. It’s about time I met him.” The ad feels like a half-measure.

  2. ioanamarin

    June 5, 2010 at 8:22 AM

    i don’t believe mcdonalds needs to have a gay ad at all. if the message is indeed “come as you are, even gay”, does it mean that there are any reasons at all why gay people shouldn’t have been there in the first place, so we need reassurance about it???

    • joubiku

      June 5, 2010 at 12:46 PM

      I don’t think it’s an issue of “needing” to have a gay ad. The entire campaign focuses on diversity, and it’s hard to express that with an ad written and performed by “central casting”


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