On our recent trip to London the featured mega-publicity of the moment was Fifty Shades of Grey - the film and this Macdonalds ad.
The F.S of G one was fairly straight forward: bondage, fluffy handcuffs (suggested on Amazon along with Blue note jazz records and bathroom fittings) brooding man looking out of plate-glass office window and blindfolded woman biting bottom lip, etc etc - yes we got the message: sex, writhing, sweat . . . whatever, anyway the ad works, whether you want it to or not. Yes I gathered what the film was about (how could you miss the meaning unless you have lived in a yak-hearders shed on a mountain somewhere without connection to on-line book stores for the last five years or so).
But the Mac D ad . . . er, what?
A freshly cracked egg? What does this mean exactly? Cracked eggs to me mean when I used to work as a cook in an extremely disreputable nursing home where trays of cracked eggs came in cheap from the supplier. They were fresh in that I had just cracked one on a pan to make an omelette, i.e the action was fresh, but not FRESH as in straight out of a hens behind.
Is this what they mean? A physical person cracking an egg on a hotplate? Or do Mac D eggs usually come glooping out of some massive egg holding container, ready cracked, days/weeks ago. Surely the last thing a fast food eatery wants us to do is think in any depth about where food comes from and how it is prepared . . . Perhaps just a 'fresh egg' might have been better, or better still a free range one.
The word FRESH is wildly overused in advertising generally: fresh eggs, fresh milk, fresh fruit, veg, salad, etc etc. I did once see a vast lorry delivering chilled goods while driving up the M1; its sides blazoned with the words - Beyond Fresh.
I wonder if the ad exec responsible for that gem sat up in bed at three in the morning sweating, and planning what they would do with their redundancy payment.