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Apr 3, 2008 09:16 AM

I already hated McDonald's...

and then I saw a McD's commercial this morning with the tag line "Leave breakfast to the professionals." It showed people dropping pancakes and spraying cereal all over the kitchen in their inept attempts to fix breakfast. The message was, You can't cook, you can't even open a box of cereal. You'd better just eat at McDonald's. Ughhh.

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  1. I haven't seen this ad, but it sounds pretty typical. The part I have a tough time with is "professionals", surely there is a good case for false advertising here? I don't think they know the meaning of the word.

    1 Reply
    1. re: giveittomikey

      A professional is nothing more than someone who is paid to do what they do. Since the people at McDonald's get a wage for showing up, they are hence professionals.

    2. Even Charlie Brown could open a box of cereal. And make toast and popcorn.
      I remember at least two fast food campaigns where the advertisement made the chain seem to be the end all of something, Burger King proclaimed themselves the kings of chicken sandwiches, and KFC had their inane Kitchen Fresh Chicken campaign. Both thankfully did not last long.

      1. To hate them wold require effort on my part. I ignore them.

        1 Reply
        1. I have not seen the commercial, but I would be willing to bet it was done "tongue-in-cheek". Some rather rabid responses IMO. Everything McD's does must be evil/subversive because you know..they are evil and everything that is wrong with america. (note..tongue-in-cheek)

          11 Replies
          1. re: rochfood

            Sure the execution is tongue in cheek, but the message is still the same: trying to convince Americans that preparing food is some arcane process they shouldn't even attempt. Sadly, many Americans already believe this, which makes it a lot less funny.

            The power of advertising is that it defines societal norms for people who are striving to achieve them: the poor, immigrants, etc. They then internalize it: "normal" Americans don't cook, so if you aspire to be a "normal" American, neither will you! I've seen this process among inner-city kids: kids that I knew for a fact ate all kinds of foods at home would refuse to eat anything but fast food when out in a group, because eating foods advertised on television was in their eyes a way to be assimilated into mainstream America.

            If all you know about mainstream America is what you see on television, then your ideas about how mainstream Americans eat are going to be based on foods advertised on television: fast food, convenience food, snack foods, soft drinks, etc. Basically, those foods become aspirational for people in poor and immigrant communities, which is one reason they buy them to the exclusion of healthier foods. They can't afford the rest of the mainstream lifestyle, but they can afford McDonalds.

            1. re: Ruth Lafler

              I respectfully disagree. I don't see them trying to convince people that cooking is something they shouldn't attempt. Rather, they are saying it's o.k. that you aren't kitchen savvy and McD is an alternative. A huge percentage of people can't be bothered to learn to cook and the company is simply saying... hey, here's an option.

              It's a lot less devious than implying they can do it cheaper or healthier. McD isn't trying to turn a home cook into a non-cook, they are simply trying to appeal to the non-cooks to begin with. Heck, it sometimes appeals to me. I can cook well and create a 12 item breakfast that could feed 20 people, or simply whip up a fried egg on toast. But a McMuffin from time to time isn't bad. I like having the options.

              McD is simply reflecting the market back at them. If anyone should bare the wrath, it would be the eating public who couldn't be bothered to know their options or learn some basics. I've got friends with $100 Thousand kitchens that have never been used, except to warm take-out. They aren't lazy or uneducated people, but maybe lazy or uneducated when it comes to cooking.

              1. re: tastyjon

                Modern American capitalist society is reminding me more and more of Aldous Huxley's Brave New World. All the Deltas are being programed by the Alphas into box store and house chain restaurant automatons. Buy, buy buy cheap, cheap, cheap, with a down-grading of American society, community and culture. We produce more Deltas and fewer Alphas and our widening divide between the rich and poor reflect this. What is the Spanish word for advertisement? Propaganda. Boy, am I bleak this morning!

                1. re: tastyjon

                  I can't speak to the malevolence of the original of MickeyD's corporate strategy. I do know that whatever it was, they really didn't hurt their brains too much thinking about unintended results. While they may be thinking about herding in the non-cooks, they have also anesthetized the majority of the public and placed the idea in the minds of everyone that 1) Its cheaper to eat out, 2) That breakfast just isn't something worthy of spending time on during the work week. Regardless of intention, the results are less than benevolent for our society.

                  1. re: Phaedrus

                    True, Phaedrus. But not as much as Skittles has harmed its image with their recent spate of commercials.

                    If you think back, Ronald McDonald was never a real reason for me to get a Big Mac, which I do admit to enjoying once every five years (only because of my diet, scratch that, lifestyle change).

                    1. re: dolores

                      And when I'm on the road, with the dog, McDonald's is my drive through of choice. A Quarter Pounder for me and a small water for the dog. The suprising thing has been to find out that quite a few of them have free dog biscuits for the dog!

                      1. re: cowlbelle

                        Free biscuits for the dog? That's surprisingly generous. Do you know around where these McD's are?

                        1. re: allie_in_wonderland

                          There are at least two of them along I-70 between Lawrence KS and St. Louis. I don't think these are "official" McD's treats - No grinning clown face or giant "M" stamped on them (I think they were standard Milk Bone's).

                    2. re: Phaedrus

                      I think you're giving MickeyD's way too much credit, or blame.

                      1. re: gloriousfood

                        I didn't say that they planned it in a pique of malevolence. I said it was an UNINTENDED result.

                        1. re: Phaedrus

                          Aren't they accomplishing their purpose by getting us to talk about them???

              2. I hate so many ad campaigns, most do their best to insult most people's intelligence, come on "kitchen fresh chicken" what the heck does that mean? unless it is prepared in the restroom or a closet of course it is kitchen fresh!