McDonalds ads feature ‘culture of self-pity’ and ‘self-loathing’
A McDonald’s advertisement that features a narrator saying: “We’re all trying to be better than ourselves, and that can be exhausting” is a new example of the fast food chain using its branding to make a point about its culture of self loathing.
The video, which ran last week in McDonalds’ Canadian market, is the latest ad campaign from the fast-food giant to poke fun at its customers’ sense of self, a theme that has been running since at least the 1990s.
McDonalds’ ad campaign, called “McD,” begins with a clip of a man eating a burger and drinking a Coke while standing next to a whiteboard.
The man says, “What is the meaning of my life?”
The ad ends with the narrator saying, “McDonald’s.
It’s a place where you feel like you’re part of something bigger.”
The ad, which features an older woman wearing a McDonalds T-shirt with the slogan “It’s what you make it,” is a departure from the company’s previous ad campaign featuring a woman in a bikini.
In the latter campaign, the narrator said, “I was born in the 1970s, so I have a lot of ideas about what it’s like to be a woman.”
In a previous ad, the same narrator said McDonalds is the only fast food company that is not owned by the family of CEO Steve Easterbrook.
“If you want to be the best, the most successful, you’ve got to be like Steve Easterwood,” the narrator told the woman.
McD is part of a trend of fast food ads using a narrator who is a celebrity to help people make sense of their own lives.
In 2015, the ad for the popular American fast food restaurant chain Subway featured a man wearing a suit who was being interviewed by a reporter.
The narrator in the new ad, who is playing a woman, is telling the woman that she’s doing things she can’t do in real life, according to a report by CNNMoney.
The narrator says that she feels like a celebrity because of how she dresses, how she looks and what she says to other people.
The ad was criticized for the way in which it used the word “celebrity” to describe the character of the narrator.