Forest of Fries

This commercial has been created with the aim of pointing out that McDonald’s products meet the highest quality standards. In part, it is also a response to wild rumours and distorted facts circulating on the Internet. And since people sometimes tend to believe rumours more than facts, it goes fully on the offensive. This commercial literally picks up on distorted facts with the purpose of getting a young, digitally savvy target group to engage with the topic of “McDonald’s and quality”. In order to show how absurd some of these rumours are, it takes at face value one of the most common myths that McDonald’s fries are made of wood and sawdust. It shows a man walking through a forest, checking trees for their health and even sampling them for flavour. The wood is then brought to a workshop where the fries are chiselled out, lathed and filled into McDonald’s cardboard boxes for shipment. With utmost seriousness and self-irony, this fake news is visualised in a congenial and entertaining manner to such an impressive effect that the fast food chain succeeded in being perceived as open and modern.