McDonald’s Ad in France Targets Gay Audience

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by Meenal Vamburkar | 4:56 pm, June 1st, 2010

» 5 comments

McDonald's France Gay-Friendly Ad McDonald’s has started a television advertising campaigning geared toward welcoming gays into their restaurants. A new ad released in France features a young gay man eating at McDonald’s with his father, who is unaware that his son is gay. The teenage boy is shown looking at a photo of his lover, while his father later states, “It’s a shame you’re in an all boys college. You would have had all the girls chasing you.”

The campaign’s slogan is, “Come as you are.” According to the Daily Mail, McDonald’s said the ad was “intended to show that it welcomed people from all walks of life.”

Though the ad is airing in France, there is also a YouTube version with English subtitles that has been viewed “220,000 times in countries including Britain and the U.S.”

While it’s nice to see such a large franchise evoke the message of being inclusive, it is somewhat underscored by the ad’s limited release–only in France. But understandably, the company may be experimenting to see reactions before similar campaigns in other (perhaps somewhat riskier) countries.

Watch the ad with subtitles below:

Advertising, gay and lesbian, McDonald's

sarainitaly

The ad is cute – I think the tag line is a little over the top. I think it would be better sans the tag “come as you are” and just leave the ad as it is. Nothing obvious, not making a “deal” out of it, but just a main steam, normal ad. I think that adding the tag line seems like it is trying too hard.

It’s not like gay people have never been to McDonalds before. I like the subtle, sweet, non-issue approach better.

You wouldn’t do an ad with all black people, and tag it “come as you are”, would you?

Although, they could be doing a whole “come as you are” campaign, with a variety of different *people* ads…in that case, it might work.
http://thedailybarb.com Burnnotice

How about an ad to target Ole MacDonald had a farm? Come as you are, sheep and all?
http://www.sailrabbits.com Magister

Cute ad and I’m sure the viral nature of the ‘net will get it to many of the right places.

Otherwise, I see no reason why anyone might object for it to be aired in this country, especially if it’s done via targeted buys, but it’s most likely of a different tone than the current McDonald’s advertising.

To be honest, I can’t say for sure, but I think McDonald’s is pushing their McCafe menu and trying to upsize their per-order dollar value, which means they’re pushing their higher end sandwiches and it’s been a while since they’ve had a schmaltzy, “America Eats at McDonald’s) campaign.
writer

Didn’t know sexual orientation had anything to do with being hungry. I would have thought gay people were already eating at McDonald’s, without having to be ‘targeted’.
http://none pyrope

It must be a French thing writer. Who the heck knows anymore?