Happy Meals And Love? McDonald’s To Focus On Love

McDonald’s, home of the Big Mac, the Quarter Pounder, and the Happy Meal, has announced that, in an effort to combat slumping sales, it will begin to focus more on the “love” aspect of its “I’m Lovin’ It” ad campaign. They are even being so bold as to call this “a brand transformation.” To which I can only respond, Are you kidding me?

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Courtesy of Flickr

Far be it from me to cast aspersions on the idea of love. Love is, I believe, potentially the most positive and transformational force in the entire universe. If there was more love in the world, there would be fewer wars, less hate, more understanding and acceptance of all people. As the Beatles so eloquently told us, “All You Need is Love.” Yes! Exactly! I could not agree more!

But, how exactly does that apply to hamburgers and French fries? Is McDonald’s implying that if I really love my family, I will take them to one of their restaurants where they can scarf down lots of cholesterol-laden goodies? You know, nothing says, “I Love You” like a good old angioplasty.

Back to the Beatles for a moment. I still recall my reaction the first time I heard the classic song “Revolution” ?being used in a Nike commercial. I turned to a friend and said, “Man, they are really cheapening that song.” And then numerous other ad agencies started using classic rock tunes to sell us everything from cars to soft drinks. I adjusted, as I suspect we all did. Yet now, I am confronted with another of those moments which causes what they call “cognitive dissonance,” i.e. the mental stress experienced by an individual who holds two contradictory beliefs in his or her mind at the same time. Translation: What the….??

I am not a purist or a vegan. I love red meat as much (or more) than the next person. My biggest fear is running out of bacon and having a sudden craving for a BLT. (What do you mean you ate the last of the bacon?! Argh!) But is it really necessary to further cheapen the concept of something as wonderful and necessary as love in order to sell us more Egg McMuffins? Or am I just being far too sensitive? Maybe I should take a deep breath, clear my mind, and forget about this whole thing.

After I’m properly relaxed and in my place of zen, ?I can hop in the car, run down the street to McDonald’s, and get me some comfort food. At least that way I don’t have to cook tonight, and I know my daughter loves their chicken nuggets.

Hey, you know what? I’m kinda lovin’ it, too.

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Andrew Bradford is 41 and lives in Atlanta, Georgia. He is the single father of an 8-year-old daughter. He has worked as a journalist, public relations specialist, and as a media adviser to Democratic candidates throughout the Southeast. His passions are art, music, literature, cooking, and social justice for all people. If you want an idea of the kind of stories and issues that interest him most, please visit his blog at Deep Left Field

edited by l/l

I had a successful career actively working with at-risk youth, people struggling with poverty and unemployment, and disadvantaged and oppressed populations. In 2011, I made the decision to pursue my dreams and become a full-time writer. Connect with me on LinkedIn, Twitter, and Facebook.