Dear McDonald’s BCO,
Thank you for reminding me of the old advertising adage that “nothing kills a bad product quicker than good advertising.”
I really, really love your ad:
Well I say I love your ad.
The truth is, I do love it.
Right up until the point when you come into it.
When I feel a wave of disappointment. (Sorry but it’s true.)
Now I know I’m being unfair:
- I haven’t tried you – my disappointment stems purely from a legacy of brand prejudice
- You could well be a fantastic product – although based on past experience of the mismatch between the Big Mac in the ad and what you get in the box, I think I’ll retain my right to reserve judgement
- (Having said that, you do seem slightly more appealing than a McChicken Sandwich – conceptually at least)
- You may proceed to become a big hit, proving the adage (?) that great advertising of a great product is the best way to maximise commercial success
- Intrigue, Excitement & Anticipation (the decorators doing that cool stuff)
- Disappointment & Disenchantment (oh it’s McDonald’s, what a shame)
- Chastisement (don’t be so judgemental, they may have pulled this one out of the bag, they should be considered innocent until proven guilty etc)
OK, so the roller-coaster of emotion didn’t even come close to “9/11: The Day that changed the world” on ITV1, and was completely blown out of the water by the utterly compelling “Our War: Caught in the Crossfire” on repeat on BBC3, but at least you gave the ad break a frisson that I wasn’t expecting.