McDonald’s UK abandons selling for wish-fulfillment

You can see why this campaign from digital agency Razorfish for McDonald’s ticked a lot of boxes – when it was proposed anyway – but it still, to me, ends up being totally mystifying.

Yes a bloody great picture of a Big Mac is distracting. And “Can you resist the power of a big Mac?” is likely to make even the most hard-hearted McD client glow with pride.

But what does it do for the rest of us?

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