Have you seen the new McDonald's ads for their "gourmet" coffee drinks? I cannot believe that this works for them. On any level. I think what they're going for is "Cappuccino is an elitist, snob drink that we're bringing to the people," but what they're actually saying (in my opinion) is "Cappuccino is an elitist, snob drink and the only people who would ever drink it are elitist douchebags, but once McDonald's serves it, you'll see, the snobbiness is all a put on because secretly everybody wants to drink coffee at McDonalds." I just don't understand how this is an ad campaign. "Hey assholes! Come drink our snooty drinks!" And the implication that a soul patch or enjoying books (and yes, even "films", although I might agree with them about berets on adult men) could only ever be a put on, that's just so degrading. To everyone. It tells the average McDonald's customer that they cannot like these things. Come on, McDonalds! Times have changed; there's a new game in town called optomism, respect and pro-book-learnin'. Get on the Obama Train, guys!
PS: I think there are two of these ads, but I couldn't find the other one quickly. I did learn, however, that Kiwis are idiots. McDonald's: why are you insulting your customers so much?