McDonalds France Makes a Bold Move With Latest TV Advertisement
Cultivating a strong cultural image with ties to the public is a very powerful tool in the marketing world and can build a long-standing platform for your business. These campaigns are generally on an organisations commitment to kids, families, love of a sport etc. Rarely do you find an organisation tackle anything close to controversial, after all, they’re trying to build global appeal, not take sides in a debate.
Then came McDonald’s new advertisement. In the latest TV spot, is portrays the story of a gay teen and his dad eating in at a McDonalds store. What was surprising however was that it has also been met with criticism by gay-rights groups.
Just after the Ad had started to air, McDonalds received a letter (Seen here) from the National Gay & Lesbian Chamber of Commerce severing all connections to McDonalds and refusing any monetary support from McDonalds in the future.
“Blatant geographic pandering to the LGBT community… while McDonald’s has continued to distance itself from the LGBT segment in the United States.” is how the letter describes the campaign. The issue of course being that this ad is only being aired in France.
The lesson being is that any kind of marketing campaign, whether it be a cultural image push or not, she always be carefully thought out to ensure that you aren’t separating yourself from a market segment. In fact, perhaps anything that is deemed to be controversial at all, should be left right alone.