I'm somewhat disturbed by this new advertising campaign McDonald's has launched trying to promote their new Lattes and otherwise fancy coffee drinks. Until today I had only ever seen the television ads where there are two attractive people sitting in a cute European looking cafe enjoying coffee, listening to music, and reading books.
Then, when one of them asks the other, "Have you heard that McDonald's is now serving Lattes?" they both get positively gleeful.
They toss their books aside and start excitedly going on about reality television and gossip magazines. They start confessing to not really liking classical music, or understanding languages, or reading poetry. You can actually see the IQ points fall away with every confession. They seem elated by the idea that they no longer have to make an effort to think for themselves and that they can finally put aside intellectual pursuits to join the ranks of TMZ watchers and OK Magazine readers!
This morning I heard the radio spot. I've only heard it once, so this isn't verbatim, but the gist is, there was a very happy woman's voice talking about how she could finally forget about her Russian Lit degree and now be free to take on the exciting task of catching up on gossip magazines and reality television! (What is it with reality television?)
So basically, what these ads are trying to say is, "McDonald's is now selling McStupid juice and they are so proud of it!"