Okay, it's McDonald's France. It's part of the "come as you are" campaign, which has included such bizarre ads as this one:
It's kind of a weird progression, in context. "We'll serve anyone... Sith Lords, gay teenagers, whatever." But that's obviously not the intended point. The campaign has just taken a more realist and human turn.
Will it work? The ad is all over the Internet this week, and is certain to cause discussion and controversy of various kinds.
The Telegraph points to one YouTube comment: “They could never show that in the states, or the Christian right would boycott the restaurant forever.”
Others believe the ad also makes a statement about gay NON-acceptance. As the Change.org Gay Rights Blog points out:
"If McDonald's is 'come as you are,' why doesn't the young man's father know his son is gay? Why is it the son doesn't tell him at that moment? Are you really who you are if you have to put up with heterosexual assumptions about you, and don't feel you can challenge them? I'm just saying ..."
Or maybe the spot is showing how a shared moment at MacDoo gave a son the opportunity to open up to his Dad (that's how I interpret it). Nonetheless, an interesting move by the fast food giant. Because gay people should feel welcome to fatten themselves up on Big Macs just like everyone else.
What's your take on it?