Liz Erk (lizerk) wrote,
Liz Erk
lizerk

I'm Loathin' It!

My tolerance for annoying advertising is deteriorating at an alarming rate. I have identified two particular culprits behind this: Mazda and McDonald's. The thing is, I can recover quite quickly from the Zoom Zoom ads (ie- ridiculous men dressed up as arm hairs… and to think I once thought the creepy whispering kid was as bad as it would get!)



But unless I limit myself to DVDs on TV or CDs in the car, the affects of the McDonald's Premium Salads commercials are longer lasting.



I could go on for hours about each variation, but the number 1 offender for me is that chick who rambles on about finding “salad Zen.”



I wish I could find the script to this latest variation of the “Fruit Buzz” campaign, though I’m sure most of you have heard it. It’s like some kind of nightmarish McPoetry Slam. Though I have to say, the claymation characters are just as bad as the real people.



Well, that and Rappin’ Ronald.


I think he stole that jacket from Rod Roddy before he died.

Apparently the entire campaign is directed towards women. The official Fruit & Walnut salad section of the McDonald’s website features a “first person” explanation by a “mystery spokesperson:”

wow, McDonald's® has really done it with their new Fruit & Walnut Salad. it's just what a girl wants. a heavenly combination of fresh, crisp apples...juicy, seedless grapes...creamy, low-fat yogurt and sweet candied walnuts. and the best part? it's perfect for breakfast, lunch or snacktime, so i can get a "fruit buzz"...whenever. finally, fresh fruit is at McDonald's! i don't think it gets any better than that.

Baffled, I turned to McDonald’s advertising agency DDB Chicago for answers.

“The thinking behind the ‘Get a Fruit Buzz’ campaign was based on a simple truth learned in research: women feel better about themselves when they eat fruit. Creatively, DDB Chicago translated this truth into something they dubbed a ‘fruit buzz,’ which the creative team defined as an ‘unmistakable change in one’s attitude’ that only happens when you eat a McDonald’s Fruit and Walnut Salad.”

Wow. Well, I don’t doubt that creative team had some kind of “buzz” going when they crafted their series of ads. However, I think the “fruit” that buzz came from wasn’t of the legal variety. Seriously. How else would you explain their ”I Am Asian” version of the campaign?????

We're Asian and Pacific Islander Americans and our diverse cultures and our everyday American lifestyle are becoming one. We're hanging on to our great traditions while we move to the beat of the times. We honor our heritage and we love being Americans. From high fashion to high tech, from Asian Pacific American hip hop to haute cuisine, we're weaving the threads of our culture into the fabric of everyday American life. Whether we're celebrating one of our cultural holidays or enjoying a Big Mac sandwich, we're helping make the magic mix called America become even richer. And McDonald's is right there with us, everyday! We are proud of our cultural heritage.

Sold yet? Then click on that “tell a friend” link and see how you can effectively inform your Chinese, Korean and Vietnamese friends about your Fruit Buzz! They’re sure to be convinced once you explain that “having a fruit buzz… it feels better than hogging the mic all to myself during karaoke.”

Though according to the link below that one, they won’t want to fight you for that karaoke mic. No, sir (or rather, ma'am). That’s because they’ll be too busy trying to steal Chicken Selects from Yao Ming.



Oh well. Perhaps DDB Chicago was merely trying to uphold a very long tradition of bad ads…



In that case, McMission accomplished!
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