McDonald? Data? Before you call me insane, hear me out. Before you ask, no, I do not endorse McDonald’s and in fact, I haven’t been one in probably 10 years. So I have a dirty secret: I do most of my work days with the TV on, in the background. usually Netflix, some crime shows with 1294747 seasons. I ran out of shows to watch recently so I to Hulu for the week.
The way I been seeing those McD ads like MAD lately! And I was so... turned off? by them. Like they tried to PR spin as if they are some social good company and just... ugh.
But I'm seeing that a bit with big companies: these 'data' ads trying to humanize their workers (even though they treat them as anything but). They talk about the % that goes to school and gets tuition covered or how they are "moms like you" or whatever.
"Patients of male surgeons".... what a terrifying fact lol
Your reaction is a good example of how the overall brand strategy and identity can impact a reaction to ANY campaign, regardless of how good the campaign is. This is a more profound issue that brands struggle with on the regular IMO: if your actions don't align with your message, it doesn't matter what your campaign is saying :D
Oct 8, 2023·edited Oct 8, 2023Liked by Gabrielle Merite
This is a super insightful piece, Gabby! Specially the research around how people perceive data and charts. It’s an area I have been obsessing about a lot lately.
Also, the Johnny Harris explainer reminded me of what my editor used to say when I was a journalist - “Show, not tell.” . Very similar principles in practice.
The way I been seeing those McD ads like MAD lately! And I was so... turned off? by them. Like they tried to PR spin as if they are some social good company and just... ugh.
But I'm seeing that a bit with big companies: these 'data' ads trying to humanize their workers (even though they treat them as anything but). They talk about the % that goes to school and gets tuition covered or how they are "moms like you" or whatever.
"Patients of male surgeons".... what a terrifying fact lol
Your reaction is a good example of how the overall brand strategy and identity can impact a reaction to ANY campaign, regardless of how good the campaign is. This is a more profound issue that brands struggle with on the regular IMO: if your actions don't align with your message, it doesn't matter what your campaign is saying :D
This is a super insightful piece, Gabby! Specially the research around how people perceive data and charts. It’s an area I have been obsessing about a lot lately.
Also, the Johnny Harris explainer reminded me of what my editor used to say when I was a journalist - “Show, not tell.” . Very similar principles in practice.