I don’t eat fast food very often, but I also don’t really have a problem with it. “All things in moderation,” as my mother used to say. To me, burgers and soft tacos fulfill a craving. I don’t give too much weight to all the hype about how a burger placed outside for six months will show few signs of rotting, or to the stories we all hear about what is “actually” in Taco Bell’s ground beef. These places have been around a long time. We all know what we’re getting, even if we really don’t know exactly what we’re getting. Call it “blissful ignorance.”
That’s why I was a little embarrassed for McDonald’s when they ran ads late in 2014 announcing that they were accepting questions about their food in automated kiosks around the country. I have no idea why they did that. We’re talking fast food here, not “Momma’s secret recipe.” Publicly asking for questions is admitting that people HAVE questions, but the only people who have questions are likely the only people who will refuse to eat at the chain. Why should McDonald’s advertising talk to them? The rest of us? Well, we know what we’re getting, and it has nothing to do with the details. McDonald’s taste good — consistently. And it’s delivered fast and fresh. ‘Nuff said. We don’t need someone explaining our food or telling us, defensively, how the sausage is made.
Then just over the past few weeks, I saw this commercial for the Big Mac, as well as another one with the same attitude for the Quarter Pounder. I’m Lovin’ It. To add some weight to the unapologetic attitude, the agency very wisely turned to the familiar voice from the Miller Light spots (he also does Six Flags Great America commercials). A burger with confidence is attractive. A burger chain with the guts to brush aside naysaying health zealots by arguing that “you cannot get juiciness like this from sole or quinoa” is my new “tough guy” friend.
Congratulations McDonald’s for getting back to the reason people eat your food. We’re lovin’ it. No explanation is needed.