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?