Naughty McDonalds

Earlier this month, a McDonald’s ad in Germany called “Package” went viral on Vimeo.  The ad, features a little boy who gets his McDonald’s lunch stolen by bullies every day . . . until he disguises it in a much-less-appealing Burger King bag.   Burger King was none too pleased as you might imagine.   Catch the ad below.

Catch the ad below . . . it may be taken down soon.

The ad was in fact a speculative creative which made its way onto the internet despite the fact that McDonald’s never officially gave the go-ahead.   McDonald’s is still dealing with the consequences and may well be examining it’s relationship with the agencies who created the ad . . . and who currently work with McDonalds.

Should a brand be responsible for everything using its name and image that goes up on the web?

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