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.