I read this article in AdAge today: “Advertising’s Enfant Terrible” by Brian Braiker
In this interview with Havas’ Chief Creative Officer, Jason Peterson, he says he wants McDonald’s as a client because they suck.
It got me thinking…
First, McDonald’s does suck. How does one of the most recognizable and popular brands in the world really suck?
What if McDonald’s was cool?
Peterson says, “McDonald’s is in my white trash American DNA.” Let’s call this white trash American DNA ‘Americana’. McDonald’s is the iconic sign that represents American food around the world. This Americana and established history should be one of McDonald’s biggest selling points.
It could be such a classic and cool American brand. Maybe by default a brand this big can’t be cool. But imagine a “cool” burger place. I think the roots of McDonald’s are completely in this realm, not to mention a really cool part of their brand. I recently watched The Founder, about the beginning of McDonald’s and the “old” McDonald’s. While this was likely a less profitable McDonald’s, it was cool to me, a 23 year old.
So why does McDonald’s suck?
A major factor to McDonald’s sucking is probably how big it is and all the people…