Hey now,
I appreciate good advertising. I like it when commercials recognize their own senseless immorality and apply a real-life sense of humor. What I don not like are commericals that revolve around an idea that is no way related to the product they are selling.
Basically, what I am trying to get to is the fact that I despise these new commercials for McDonald's 'revolutionary' southern style chicken sandwiches. I cannot believe they pitched these commercials to those brainlords at Mickey D's headquarters and they thought it would be a good idea. Personally, I love the sandwich; it is quite tasty. But this new combo menu item is hardly a breakthrough in fast food.
First of all, let it be well known that this 'southern style' sandwich is a clear and blatant rip of the popular chic-fil-a sandwich. Apparently the patent for this chicken frying method is up, because those guys over at Arby's have a new 'southern style' hit as well. So, what they have is nothing new, unless you've never heard of chic-fil-a before (in which case you are missing out on some damn good dipping sauces). Secondly, this new chicken and bread combo is hardly one of man's greatest achievements, but listening to the poor souls who were paid to read the atrocious writing on these commercials, you would think that you were eating a Da Vinci sketch on a jewel-encrusted 'buttery-tasting' bun. I can't quote word for word (because that would mean willingly submitting myself to another viewing of this audio/visual compost), but the gist of the ads are something like: "Man is constantly creating... searching for new things... inventing... blah blah blah... creating the perfect chicken sandwich". I hope the starving actors who read these lines realize the ridiculousness of the tone of what they are putting forth. This SSCS is not a war treaty, it's not a solution to our addiction to fossil fuels, and it's not even a healthy lunch alternative in this era of calorie counting and weight balancing. ITS A FUCKING CHICKEN SANDWICH! I would compare it with the existence of the bean bag I use to rest my wrist on when I use my computer mouse; I don't need it, but I appreciate it being there for me. I could easily live without it and I am pretty sure it won't be getting a mention when I sit down and reflect on my life and humanity as a whole.
I even don't mind the uber-gimmicky commercials with that guy with the weird beard who trolls the newest home gadget because at least you know that they are selling gimmicky baloney. I'll get a wonder shammy or some magic putty because they are coming at me from the right angle - flashy superficial sales. The world will not change because of the fact these products exist. Nor will it change when you see the SSCS on the combo board at your local Golden Arches. They could have easily done an ad with the SCSS and the word "Delicious" posted on the screen for 30 seconds and had the same effect. Shit, a few days ago, they were giving these sandwiches away for free! (Yes, I had one). That's how you do it. I'm pretty sure no one thanked their cashier for working for such a great creative company when they purchased their sandwich.
To me, advertisers need to know their role, and know their audience. Spend less time with concepts and more time researching who these products are aimed at. Last time I was at McDonald's, my fellow patrons hardly seemed the type to appreciate great achievements in human progress, much less the idea that this SCSS is a groundbreaking work of man.
On a similar note, go to YouTube and search for Brawndo if you want a clearer idea of what advertising should end up being.
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