Good advertising is good for business.

I like this McDonald’s ad.

Does it make me want to eat a Big Mac? Nope. Not even close. But I like the idea. I’m assuming the insight behind it was something about recognizing the role that McDonald’s restaurants play in their communities. For people who like their food, this is probably a nice ad, that reminds them that McDonald’s is part of their town, more so than SmashBurger. Or Five Guys. McDonald’s has always been there for them.

Something like that.

But we’re not just in the short film business. It will be interesting to see whether this campaign (and it’s sister ad) can change the outlook for this once iconic brand. Someone once told me that we’re not artists. We use art to achieve business goals. Only time will tell whether this campaign helps is good advertising or just a nice piece of film that gets you right in the feels.

(For the record, I like the other ad in the campaign too. I like the strategy of owning what you are. People don’t eat Big Macs (or Chicken McNuggets) because they think it’s haute cuisine. People like it because of the things that make it bad for you. Don’t waste your money promoting salads, healthy options, or the other things that people get when they don’t want your primary offering. You can keep selling them, but don’t put them in the ads. Put money behind the main attraction. And sell it for what it is.)