Top Of Mind

How do you know when advertising is trying too hard?

Consider; one of the roles of advertising is to convince consumers to buy something that they may not think of buying. Usually this involves making the product or service attractive and removing the barriers. Advertising agencies do that and some do it really well.

Now bring in Junk Food into the mix. Fast Foods have acquired a certain reputation over time. Hell they have been linked to obesity, diabetes and whole bunch of unpleasant and unsightly meladies.

So what do the Fast Food manufactures do? Do they change their recipes, ingredients? Of course they do the sensible thing and change how they advertise the products. I mean, it is so much cheaper to come up with an ad campaign than actually do anything about it.

McDonalds. Yep, the yellow arches of goodness has a campaign somewhere (because I am not sure of the origin of the ad) telling us that they care as much for our children’s nutrition as we parents do. Good sentiment, responsible corporate citizenship and all that. It’s true because they say so.. there!

The copy reads : You might be surprised at who thinks about your child’s nutrition as much as you do.

The execution is quite clever and believable. Using the nutrition panel borders on pure genius or pure evilness, depending on how you see it. On top of that, look at that healthy and fit child, kinda hard to find parents who don’t want a fit and healthy kid like that. The agency did a great job here on the copy as well – only thing is that it is stretching incredulity.

Aren’t they reaching abit here? Isn’t it an obvious over claim?

I am all for Fast Food, but not the way it currently is – and while I am not averse to going out for a burger or two (not at McDonalds though, I am more of a flame boiled man) – only thing is that I am not sure I want to bring my kid there.

Are you surprised yet?