McDonald's: Individuals

Advertising Agency: DDB, Sweden
Copywriter: Magnus Jakobsson
Art Director: Fredrik Simonsson
Account Manager: Pelle Josephsson
Production Manager / runner: Michael Bugaj
Typography: Daniel Liljas

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80 comments

daniboi's picture
daniboi
14 pencils

As bad taste as the product advertised. Honestly, this is what's wrong with advertising, unfunny and terribly stupid.

ivan's picture
ivan

Did you read the small copy? They turn the headline around.

Ivan Raszl, admin of AotW

Automator's picture
Automator
34 pencils

On the contrary, I think this is a very smart, and relevant way to get the message across. Congratulations to the team behind.

And "daniboi": Do you mean that advertising always sholud be funny, something to laugh at? And so clever that only ad-people themselves could solve the riddle? Take a history lesson, seriously.

daniboi's picture
daniboi
14 pencils

Not at all. Is just I myself am of one of those nationalities, and I find it terribly insulting. Specially taking into consideration what people from those nationalities go through when they go to other countries. It's not even my case, I've just seen a lot of people going through a lot of terrible things, and it just doesn't sound right... It's my opinion man. Don't get all upset about it. You liked it, I didn't. That's that.

Thing is, if they're talking about diversity, and I, as a person from another nationality feel insulted by it (and I just shared it with some people from those nationalities to see their reaction), then it just doesn't work. I couldn't care less whether it's funny or not, if doesn't communicate in the right way to their target audience (in this case, I'm assuming people from diverse nationalities) then it's just not good. I don't care about funny or unfunny, brave, bold, super smart or clever, my personal point of view is towards results, and I'm guessing Mc Donald's too.

It's just a little politically incorrect towards these people.

And please, do not tell me a "brave" agency gets the right to mess with people's sensitivities just to be "clever". Cause then the one who's in need of a history lesson is definitely not me.

Automator's picture
Automator
34 pencils

Me, being born in Poland, didnt draw to those conclusions. I think you're reading too much in to this. Why would it be insulting to the people from those different nationalities? And what does religion have to do with ethincity? I think that says a lot more about your own prejudice, rather than any others.

I certainly didn't get upset by this, and I honestly think it's a little bit harsh to draw the race card, just like that.

Houdini's picture
Houdini
26 pencils

idiot.

Guest's picture
Guest

You are from the USA and you know it. Also, it was witty and good. The main text is attention grabbing enough to make normal people read the whole thing. I would also think that you are a PETA activist, looking for anything you can to get pissed off about anything. You, Daniboi, are the reason people get angry with other people...Also, if you really want to make a solid point, pick up a grammar book and a dictionary. Then it doesn't matter your nationality, because you can read and spell! Yahoo!

bee51490's picture
bee51490
5 pencils

Daniboi-
This ad in my opinion has nothing to do with consumer discrimination. Being a part of the McDonald's world, I feel that it is a stab against the consumer who says, "Why do they only hire Hispanic people at this McDonald's?!" This ad shows McDonald's commitment to diversity, and that the racist people who criticize and say we are loosing our nationalities by hiring these immigrants need a wake-up call.

"To be a success in business: be daring, be first, be different." - Ray Kroc
I'd say the ad follows his words.

Guest's picture
Guest

OH be quite, you make it seem like they are discriminating. What the ad is saying they don't hire "nationalities" they hire "individuals" meaning...they are not hiring them just to meet a quota they are hiring them because the individual deserves the job...smh. And you should really check your grammar while you're trying to speak intelligent...

papajohn's picture
papajohn
90 pencils

Brilliant. Incredibly brave.

copycomoelcopi's picture
copycomoelcopi
822 pencils

i agree. very brave for a country with strong racial issues.

daniboi's picture
daniboi
14 pencils

I read it. I find it totally inadequate. They want to talk about diversity, make it the copy. That was just politically incorrect and just insulting to all the people from those nationalities. Why not make it with religions then? Say Jews, Muslims and Catholics... it's the same overall idea, right? Why not make it about skin? I've never had the need to comment on the ads here, they're motivating and some even inspiring... but honestly... that was just stupid.

LeeHarvey's picture
LeeHarvey
3045 pencils

Who's being 'just stupid' here... You totally don't get it, do you, daniboi? You sound like a client. It's not the most original ad posted here but for McDonald's it's a pretty brave one. Works for me, well done.

Wordnerd's picture
Wordnerd
6662 pencils

Yeah, funny. You really seem to be the only one here not getting the content. But in fact, "No jews, muslims and catholics" would have been even better! Chill dude, everything is ok. you're not racist, we're not racist, they're not racist ;)

Jarne von Wolfsburg's picture
Jarne von Wolfsburg
264 pencils

* * * * *

I like brave brands and agencies

truecopy's picture
truecopy
400 pencils

This ad is a firm statement with balls. I like it.
Btw, it's almost sad to see that ppl posting from above work in the industry that invented the "fine print" and now roleplay saints (using big words like politicaly incorrect) when
someone uses it in a new (let's not say controversial) perspective.

"Sex sells. Truth even better." - A friend

Todster35's picture
Todster35
94 pencils

It's a little predictable. And there's a typo in the small print.

Emanresu's picture
Emanresu
2150 pencils

Good eye. There is a repeated word: as. Microsoft Word could have caught that. :( Shame, because I enjoy the ad.

Signe_S's picture
Signe_S
357 pencils

By taking a position as a multicultural business you also take on responsibility for not insulting any culture. And I think people could get insulted. Yes you turn it all around in the text at the buttom, but seriuosly: Do you think it´s cool to do this: We don´t want you. We´re racists. Haha, NOT.

NOT cool - come on Sweden. you can do better.

papajohn's picture
papajohn
90 pencils

The whole point of the ad is to say that they are not racist. Good one.

blacksmurf's picture
blacksmurf
200 pencils

i don't get danibol.
The message is clear and stright. It say "we don't take people from other countries, we take people who want to improve and make career" or something like this.
I think it is a cool way to say it.
That's all.

easy to say "art director".

idt's picture
idt
44 pencils

it's nice. I only dislike the fact that I can remove McD's logo and replace it with any other company's logo, and it'll work, maybe just as well.

Charlie Pratt's picture
Charlie Pratt
427 pencils

It's brave, for sure.

It runs the risk of inflaming people that fail to read the bottom portion of the ad, though. It all depends on where this is dropped. I like the boldness, though.

http://www.charlieprattdesign.com

ypyng chong's picture
ypyng chong
39 pencils

Wow~ I like it~

klaussnow's picture
klaussnow
1677 pencils

what is this for? What, all of a sudden mcD's is hiring for talent?

Fast food is known for being the sludge of high school kids and maybe convicts, no aspirational stuff here folks.

... its already been done...

dilagosi's picture
dilagosi
31 pencils

This is too racist. If they wanna talk about not being racist, they shoulda written : we don´t hire greeks, turk, americans, etc. I don´t like it.

Chough's picture
Chough
147 pencils

huh?

ivan's picture
ivan

That doesn't make sense. The message won't change if you change the nationalities. Is it not?

Ivan Raszl, admin of AotW

back2b's picture
back2b
191 pencils

I think if they had mentioned US Americans last (instead of Peruvians) it would have been far better.
The other nationalities are the usual suspects when it comes to racism, but mentioning the US helps to include the twist into the headline.
(And maybe make more people read the copy afterwards)

But I guess they were aiming for the harsh contrast...

Nice one.

Wordnerd's picture
Wordnerd
6662 pencils

i really don't get it. This is a clean headline luring you into the copy where it makes a twist and even somehow "apologizes" to the reader.

no offence, but you guys finding it still racist seem to be just unforgiving people.

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

Apologizes to the reader???
Which line of body copy are you referring to?
You must be one hell of a between-the-lines reader!

pixelbomb1's picture
pixelbomb1
2555 pencils

we don't serve polish sandwich, egg rolls, pho. just processed beef. injected with hormones and steroids.

Sincerely,
Arnold Santillan
714-206-2459

pixelbomb1's picture
pixelbomb1
2555 pencils

Sincerely,

Sincerely,
Arnold Santillan
714-206-2459

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

I don't always necessarily subscribe to the idea that "all's well that ends well," which seems to be the case here. As a creative communication piece, I think it's brilliant. Although, the technique used is not anything new. (There was a VERY famous 1965 print ad with the headline that just said "Don't Vote For A Negro For Mayor." And then the body copy at the bottom would go on to urge the readers to vote for a man who believes in change. Vote for an individual with a passion... etc, etc. It was such revolutionary writing back then.)

They could have easily used nationalities like Japanese, Americans, Germans or Australians. But then, you wouldn't have an "ad." It's not provoking enough of a hook to get you in... It's this racial-profiling nature of the headline that just rubs me the wrong way, especially when it's coming from a brand like McDonald's. This ad would NEVER run here in the US, by the way. Because it'll be just as quickly denounced as insensitive and offensive. Yeah, but read the copy stupid, you say. Fact is, no matter how big this gets printed, chances are, more than half the people would NOT take the time to actually read it. We're SO used to jumping to conclusions as a nation.

So, here lies the big trap of using a device like this to communicate an otherwise noble and conscientious company message.

And I personally think it was wrong for McDonald's to run with it (IF this actually ran.) My gut instinct immediately told me there was something "off brand" about the ad and its tonality. Of course, this is not regular consumer advertising we're familiar with from this brand, but it just left a bad taste in my mouth even after reading all the body copy.

Citizen13's picture
Citizen13
478 pencils

I love it. Bye.

"Assume nothing, question everything."

Barkach's picture
Barkach
199 pencils

Imagine you are walking on the streeth and see this. The impact is amazing and plays with you own prejudicism and slap you directlyinto your face... coz isn't about racism, is about diversity...

I don't find it offensive at all. I'm from a country that doesn't even came up in this ad, Venezuela, I'm proud of of being venezuelan, of being an individual, of being a number in an excel sheet.

GOOD ON YOU DDB SWEDEN, and good on you Daniboy for spicing up the site.

daniboi's picture
daniboi
14 pencils

Finally someone got the general idea of my comment. Cheers mate!

krautland's picture
krautland
3204 pencils

this ad ignores the fact that only a minority of casual readers will take time to read the body copy.
those merely reading the headline and seeing the logo will walk away with the wrong message.

if they really felt attached to this questionable strategy, they should have made it a blind ad. hide the company name and logo at the end of the body copy.

crazylegz's picture
crazylegz
92 pencils

I guess I just don't like this campaign because I hate the company, McDonald's, which made everyone sick with its fast food nation.

It's different if you are talking about politics. So the revolutionary line 'don't vote for a negro' works very well. But who cares if Mc hires whoever. McDonald's is Bad to the core anyway.

cherryblossom's picture
cherryblossom
10 pencils

it's in bad taste, so to speak.

LeeHarvey's picture
LeeHarvey
3045 pencils

Sorry, I don't agree cherryblossom (which is btw a beautiful name...)

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

Fu*k all the dumb sh*t. Great ad. Nothing racist about it.

troika02's picture
troika02
212 pencils

wow! this IS effective advertising. just look at all the comments here. yep, this ad works...

daniboi's picture
daniboi
14 pencils

Yeah! It sure works... I can't wait to work for McDonald's....NOT.

Look I just pulled a McDonald's here! :)

troika02's picture
troika02
212 pencils

if it isn't daniboi himself! hi there! created quite a stir here.

We may not share the same sentiment or opinion on this ad but i would just like to congratulate for becoming a celebrity. You may have been partially responsible for all of this.

laserbeak's picture
laserbeak
101 pencils

daniboi, lose the chip on your shoulder. You're probably far more preoccupied with race than those you think are racist. This is a good ad. If someone is stupid enough to read only half the ad and falsely jump to conclusions without reading the rest, they deserve to be offended, as am I by such intellectual laziness.

papajohn's picture
papajohn
90 pencils

Holy fuck is this ad ever good. I´m lovin it.

kgeiger's picture
kgeiger
7023 pencils

Shock value: 10
Originality: 01

daniboi's picture
daniboi
14 pencils

Yeah... just got answers from some acquaintances from those nationalities, and even though they got the copy at the end, they still feel a little insulted. Just wanting to let you know what the average "non-advertiser" thinks. And no, I did nothing but send the ad and say "what do you think?"

Well, it's been fun. What's next!

You have to admit people, that it's more fun with a little controversy, name-calling and discussion, than just your average "I like this ad" comment, which is most of what I always read on this site!

So yeah, let's discuss a bit more about ads!

Cheers to all and thank you for contributing with the debate!

Citizen13's picture
Citizen13
478 pencils

Yeah it IS insulting on a second thought.
They are classifying races.
They should written this in an alphabetical order,
instead of beginning with the Turks.

"Assume nothing, question everything."

troika02's picture
troika02
212 pencils

i don't know, but, you may have mixed race with nationality. as far as i know, race would be the negroids, caucasoids and mongoloids. a nationality may have more than 1 race, like say the US. i just don't get it why the line ' We hire individuals' has no impact on people who feel insulted by this ad. it's not apologetic. it's the central reason and message of the whole ad.

McDonald's hires individuals regardless of...and the ad works

Snerkadoodle Snr.'s picture
Snerkadoodle Snr.
52 pencils

Yuck.

alec eiffel's picture
alec eiffel
30 pencils

Do you think Arabs are dumb? They gave us our numbers. Try doing long division with Roman numerals.

Kurt Vonnegut

troika02's picture
troika02
212 pencils

actually, the arabs took it from the indians. that's why they write numbers left to right unlike their usual right to left text. indians are also said to have invented zeros, hence infinite numbers. but this is besides the point of this ad:)

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

After so many comments I had to go back and read this ad again. With so much controversy, perhaps I missed something. And I'm now convinced that I was right the first time around -- this is still a great ad. I'm also convinced that the world is a pretty screwed-up place and that a lot of you are overly sensitive and don't know what the hell you're talking about. It doesn't matter who the ad named, listed or who they didn't, the message is clear; McDonald's DOES NOT CARE what nationality you are. They will be more than happy to give you one of their minimum wage jobs no matter what your race, who you are, or where you're from. Nothing insulting about that. Now get over it!

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

"It doesn't matter who the ad named, listed or who they didn't..."

So, why didn't they use nationalities like Germans, British, Japanese, Canadians or Australians in the headline? Why do you think that is? I already know the answer. But I just want to hear what YOU have to say.
Just in case your parochial brain couldn't comprehend what I'm getting at, I'm not debating whether the ad in question is "great" or if it works or not, but rather I'm questioning the moral character of the brand. A brand that has a long-established voice and tone (which you don't just change overnight.) I personally think the ad in and of itself is brilliant as a piece of communication. But like I said in my original comment, it was done in bad taste. No two ways about it. (Again, just to make sure YOU understand, I'm talking about the device they used in the ad and not the ad message itself.)

"McDonald's DOES NOT CARE what nationality you are." And I completely agree that's the message they're trying to send out. But it's how they get you to reach that point I have a problem with.

And this brings me back to my original comment about not being in favor of "all's well that ends well" mentality. Not every positive message at the end justifies the negative means if, by way of getting there, it damages, insults and hurts the audience. And I think that's exactly what's happening here.

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

Dude take your Prozac®. You seemed to have taken my comments personally, as if I was speaking to YOU and YOU alone. The truth is I didn’t see, much less even bother reading that 1700 word opus you wrote. So you’re giving yourself and your wayward musings WAAAAAAAY too much credit. Which begs the question, “How DO you get that head of yours indoors???” Nevertheless, you’ve made the mistake of unnecessarily attacking me personally. Which makes anything I say about you in this communication a fair and deserved retaliation. (you really should keep it about the ads JPL.) But because you haven’t been a problem in the past, and being the benevolent ruler that I am….I pardon you. But if it happens again be forewarned, I’m going to verbally take a chunk out of your arse. (by now you should be laughing hysterically.)

And by the way, no matter what you say this is still a great ad. Now get over it!

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

When you made that big, self-righteous statement by saying "I'm convinced that I was right the first time around... I'm also convinced that a lot of you are overly sensitive and don't know what the hell you're talking about," I took that as a personal attack against me, just as others might have.
But that's beside the point for now.
You just took the time to write ALL THOSE words to talk about what?
NOTHING. Read it again yourself. And explain to me how that comment fits in this debate we're all having about the ad. You've just shown to the rest of us how you have absolutely NOTHING to talk about the ad other than to just say "this is still a great ad," as though someone else is feeding you that line up your ass and it's coming out the other end without you realizing saying it.
You seem to be having a hard time debating squarely or answering my simple question I posed to you.
So, I'll give you one last chance to counterargue my last comment intelligently. You certainly seem to have the verbal skills necessary.

LeeHarvey's picture
LeeHarvey
3045 pencils

Okay ladies, let's stop the catfight! Back to work.....

judgejuryexecutioner's picture
judgejuryexecutioner
2 pencils

How fu*king dumb do you have to be to not accept an olive branch when one has been so obviously extended? Especially when you're the A-hole who started the name-calling. Pennypacker, please don't waste anymore time on this Jet-Propelled Loser.

pixelbomb1's picture
pixelbomb1
2555 pencils

Mcd's Im lovin it..

Sincerely,
Arnold Santillan
714-206-2459

Citizen13's picture
Citizen13
478 pencils

It IS racist. Period.
It's like saying we don't hire the baddies nor the goodies, but we hire individiuals.
I call on all Turks, Greeks, Poles, Indians, Ethiopians, Vietname, Chinese and Peruvians to boycott Macdonalds.
Let's sue DDB Sweden!

"Assume nothing, question everything."

troika02's picture
troika02
212 pencils

dude, you should have put it in alphabetical order.

'I call on all Chinese, Ethiopians, Greeks, Indians, Peruvians, Poles, Turks and Vietnamese...'

that seems more like it

Citizen13's picture
Citizen13
478 pencils

lol, you got me there

"Assume nothing, question everything."

teenie's picture
teenie
1894 pencils

This is a cheap tactic. It's lazy advertising--people walking or driving by will only read the big print. Plus once you create a negative impression with the headline, you have to work hard to change people's opinion in the body copy. Even if you get the ad and read it all, it's uninventive and unimpressive.

papajohn's picture
papajohn
90 pencils

First of all, no one will ever read only the big print, because the absurdness of it is so extreme it forces you to read the small print.

And hey, either you like it or not, but it creates a debate, the whole purpose of the ad. 50% hates it and 50% loves it, like with all good advertising.

Third, this is McDonald´s, yeah happy clown and smiling kids-donalds, saying this. Only that deserves somekind of award.

Kisses.

P

monicamexico's picture
monicamexico
830 pencils

McDonald's would never advertise job openings.

drizae's picture
drizae
503 pencils

Firstly, yes they do.
In NZ, they do anyway.

Secondly, this is more of a brand statement thing than a 'job opening' thing.

Ta ta

Fail Harder.

xhchenz's picture
xhchenz
19 pencils

oh yeah, they do in my country as well, and their ads were even worse here.

Adrian_FAV's picture
Adrian_FAV
6 pencils

I like it, risky, but effective.
I think people is Overreacting, the copy plays its role, and it does it very well.
not racist at all.

xhchenz's picture
xhchenz
19 pencils

badly done, I would be offended already if I am one of the mentioned races before I could actually see the smaller words, and in fact, I'm Chinese.

abdi_b's picture
abdi_b
5 pencils

I think its quite creative actually... i don't know why some people are making a big deal about it, makes you think "outside the box" for a change and this being said by an Arab with Turkish heritage too. Two Thumbs up!!!

Anurag Sahu's picture
Anurag Sahu
102 pencils

Stupid f****** ad, lame as hell racist to the core and the same shit band sells burgers in these countries and makes a lotta money doing that ! ill run and internet campaign in my country to boycott mac d !
I assure with my reach, a minimum of 15 % of market share is gone for this stupid American brand !

bee51490's picture
bee51490
5 pencils

You sire are the offensive one.
McDonald's has a commitment to diversity. Ever seen a McDonald's commercial? People like you are the reason these ads exist... Consumers who jump to a bawdy conclusion that draws the most attention. The first three words that you probably say with a wrong order are lawsuit, media and boycott. Seriously? One person could not possibly take down 15% of marketing shares, unless that person is Hitler. I don't seem to find you as a master of devious propoganda though. Better grammar may help your cause though.

Anurag Sahu's picture
Anurag Sahu
102 pencils

neh its not so racist the letters written with smaller fonts give a whole new dimension to this ad...bah im sorry guys but wdf is wrong wid u ppl,,y udn u make the right thing more obvious !

_AtHeNA_'s picture
_AtHeNA_
10 pencils

FedEx did this long time ago

izmild's picture
izmild
770 pencils

izmild
http://uniquetvcomm.blogspot.com
I don't read the bodycopy it could be describe the headline.... But the headline itself make controversial, good for creative but not for the selling.

chucklehead's picture
chucklehead
42 pencils

My question is this...

Did anyone read that headline and NOT know what was coming in the body copy?

To me it negates having a twist, if everyone can see the twist coming from several miles away.

Guest's picture
Guest

If this was a true message McD's was proud of, it should be stated prominently. The punch line, as it were, should have been as large and visible as the setup.

The real shame of this is *not* the message, it's the poorly communicated visual design.

kylegrob's picture
kylegrob
12 pencils

I know this isn't real, but I wouldn't be surprised. :P lol

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