The Finishing Post

Last week, Mcdonalds Marketing Director finally addressed a question which has been on everybody's lips....'Why do Big Macs look so juicy in the TV ads but not so juicy in the flesh?'

The director fessed up to his love of Photoshop and the art of 'food-styling' in a behind the scenes video which can be viewed on YouTube. So although it has been suspected for years, I can now confirm that the adverts we see daily, are in fact fads and anything on the Mcdonalds menu is guaranteed to be styled to perfection. So why did the Marketing Director release this video?

The video shows the lengthy process of preparing a cheese burger, starting with each ingredient being cooked to perfection sometimes taking boxes worth of burgers to find the 'perfect' one. The cheese is then melted with a hot iron, the ketchup is then squirted through a syringe, and the gherkins are strategically placed on the edge. Then any obvious imperfections are then photoshopped out. Evidently the process in store is more industrialised and focuses more on quantity than individual quality, which is a little noticeable in the picture - don't you think?

So whilst this was a potentially dodgy move for the Marketing Director to take, he did add in Mcdonalds defence, that all the ingredients found in the photoshopped burger are the same as what you'd find in-store. McDonalds also suggested that the adverts acts as a 'reference tool' for customers, as it allows them to see whats inside and thats there overall justification.  

To summarise the video in three words i would probably say "Misleading but Impressive'. From a customer facing view I was shocked but from the Design Agency view I thought to myself that the difference is amazing especially if it is down to simply the styling of a burger.

I think the picture speaks for itself, but I want to know would you buy another cheese burger knowing your fantasy burger is nothing but a fantasy?