McDonalds in France has premiered its first ever gay teenager tv commercial entitled, ‘Come As You Are’.
The commercial addresses traditional ‘macho’ views of homosexuality with a teenager boy being questioned about his ‘all -male’ school by his older ‘traditional’ father who feels sorry for him as the son has lost opportunities to date girls. The teenager responds with a wry smile.
McDonalds spokesperson explained that the commercial aimed to recognise the diversity of McDonald’s customers in France.
A YouTube version of the ad has already received in excess of 1,691,642 hits.
embedded by Embedded Video
Viral parodies have been quick and furious. Including the ‘Iranian McDonalds’ ad.
embedded by Embedded Video
Fox News anchor Bill O’Reilly caused controversy after he derided the commercial saying:
“Do you think they have an ad for Al Qaeda?”
One blogger in Los Angeles wrote:
‘They could never show that in the States, or the Christian right would boycott the restaurant forever.’
Another in Memphis, Tennessee, added:
‘I don’t understand – McDonald’s is simply saying that they will still serve you if you are gay.
In December 2009 it was reported that an Orlando McDonald’s fired one of its managers after he told a 17-year-old job applicant (via voice mail):
“You will not get hired. We do not hire faggots.”
2008 - Protestors outside McDonald's Chicago HQ
From a BrandForensics’ point of view it could be argued that the downside of the commercial is that it singles out gay people as if they are somehow different from other diners.
Would it not be considered discriminatory if there was a commercial focussing on Jews, or people with special needs?
The alternative view is that the commercial is brave, witty and -given it’s viral success – a whopper of a promotion. (With apologies to Burger King).
Jonathan Gabay
www.brandforensics.co.uk
Tuesday, June 8th, 2010 at 6:37 pmand is filed under fmcg brand, global brands, McDonalds. You can follow any responses to this entry through the RSS 2.0 feed.
November 1st, 2010 at 10:51 am
which school?
November 2nd, 2010 at 6:11 am
I predict this may come out better in comparison with any are predicting. We don’t want to jinx it by being overly optimistic and the media prefer to lower our expectations so that you can suppress the vote.