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?
7 comments:
I love that commercial.
McDonald's trying to compete with Starbucks makes aspirations to middlebrow-dom seem like delusions of grandeur, and that's just sad.
Wow, I must've been under some big rock to miss that. Really, they have cafe? Does it come boiling lava hot like the regular crap?
Radiskull: Is it BOILING HOT?
Devil Doll: Just how you like it.
Radiskull: Ah, give to Radiskull!
It must be boiling lava hot because I refuse to believe that it's anything other than their regular crap in a different cup. I just don't know who this is supposed to appeal to. NASCAR dads? "Why them f**s is just like me, drinkin' them fancy drinks at the McDonald's." I mean, the whole idea of McDonald's is populist. You're implying that everyone wants a latte rather than a straight coffee; they just weren't willing to do the requisite douchebaggery to get it. All evidence to the contrary, guys. Starbucks is hell of popular all over the country. People seem pretty willing to listen to relaxation pop in velour-covered armchairs in order to get their precious lattes. But maybe I just missed the point.
For better or worse I like those commercials... I find them pretty darn funny. Especially since I have gotten a dirty look for talking about football in a coffee shop (I may have been talking a little loudly... and I may have gone for a high-five >_>)
That said, if McD's wants a bite of the fancy coffee market, so be it. And although people are willing to go to a Starbucks for it, there may be some people that feel more comfortable in a McD's...It also looks like McD's is going cheaper then most places too.
I'll admit that I felt the message in the commercial was a little rude, more because it implied that people "dressed up" to get coffee. All I can do is think of my neighbor. He is a grease monkey and he is a daily regular at our local coffee shop. I don't think he owns a tie.
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