Wet Blanket Award #5: McDonald's
There's an admonishment in advertising: "Careful -- your marketing brief is showing." This tongue-in-cheek reminder popped into my mind when viewing the new Mommyisms campaign from McDonald's.
In fact, the heavy-handedness of the ad so clouded my experience, I found myself mentally ticking off the likely goals of the account management team:
- Make McDonald's sound in touch with moms and tap into the peer-to-peer sharing of this market
- Showcase healthier meal options to offset bad nutrional rap
- Broaden appeal to younger, hip moms
Thus, the art buyer began a talent search for a stylish 20-something, hopefully with arm tattoo: check! The copywriter penned the campaign title "mommyisms: insights from mom to mom." Check! The art director searched for a feminine font and -- eureka! -- came up with one not only hand-written but with every "i" dotted with a heart!
I could write an entire blog on the title of this campaign alone: mommyisms. First off -- and I have commented on countless other blogs about this -- no one wants to be called mommy, except by her very own, very young child. Ask the "mommy bloggers." They have repeatedly gone on record to say "I prefer 'mom blogger' or just 'blogger.'" Somehow advertisers have latched onto this moniker and use it to establish an instant bond with moms, not realizing how off-putting it is to have a corporation assume an intimacy reserved for family.
The "insights from mom to mom" adjunct adds injury to insult. These aren't insights from moms. These are corporate-drafted statements that sound fake. "Right now she loves what I love. Lucky for her, I love McDonald's." The ick factor here just oozes. Oooh, just look at that lucky little ringlet-curled preschooler, striking warrior pose just before her cool mom whisks her off to the gourmet golden arches, where she'll enjoy "an excellent source of happiness" via her Happy Meal. No matter that more than half the calories from her Chicken McNuggets come from fat, there's an apple and milk in the picture so that's okay!
And after all this critique is said and done, perhaps the most offensive thing is that McDonald's thinks moms will fall for this. They are McDonald's. When you are McDonald's you do not try to be the post-yoga lunch of choice. You do not suggest that moms secretly love the food there and the kids simply follow suit. And lastly, in an age where real moms -- and their honest opinions of your food -- are so plentiful and easy to tap into, you do not invent fake quotes to support your marketing brief. Which, by the way, is on full display for everyone to see.
Labels: McDonald's, mommy blogger
Please leave your thoughts and opinions in the comments section below, even if -- no, especially if -- you don't agree with what I've written.
posted by Kat Gordon @ 7:22 PM
4 Comments
4 Comments:
The artlessness of this ad only underscores the low regard McDonald's and its agency has for moms. If fast food weren't such a good pacifier, there might actually be some backlash. But really, who has the time?
As a child nutrition advocate, I get very concerned with these types of deceptive ads. Our job as parents is to offer nutritious food to our children, simply because we like it does not make it the best choice. I like coffee and red wine but wouldn't think of offering either to my children. McDonald's offers cheap, quick and easy food choices but to promote them to moms as healthy, eating right and a favorite after yoga treat simply comes off as false. I also think the lack of eye contact from the mom in the ad is interesting!
Dear Author www.maternalinstinct.net !
Excuse, that I interrupt you, but it is necessary for me little bit more information.
Thanks, Wendy and Fred, for your comments. I'm delighted to hear that this post is being included in Breastfeeding Taskforce newsletters.
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