McDonald’s has run into a wave of flak for this new ad from Leo Burnett, showing a mother and son recalling a deceased father over a Big Mac.
You shouldn’t exploit such events to sell burgers is the criticism and, you have to say, the objectors have a point.
But Burnett and McDonald’s do try to make their ads part of contemporary UK, with adland’s version of real people.
This one? A misjudgement.
MAA creative scale: 4.