This is what McDonald's should have been doing all along, and I've said so for years. They kowtowed to the food police, and their business is faltering as a result. That's because the food police don't want a healthier McDonald's: they want no McDonald's; and if they can help goad McDonald's into business seppuku, they'll gladly hand them the blade.
Yes, with McDonald's basically being the opposite of what the food police want, I've always thought they might as well play it up and take pride in what they do. And even so, at least they're not as oversized as Carl's Jr. food-wise. (But they are business-wise, which is why McDonald's was always targeted by the food police while Carl's Jr. was permitted to make their meat mountain sandwich ads accompanied by crickets from the health bullies.)
I really like the new McDonald's Big Mac ad, and I think they should have been doing this from the start of the food police assault. Unfortunately, aside from the greatness of this new Big Mac ad, it looks like it's riding on the coattails of the Carl's Jr. ads at this point, when McDonald's should always have been proudly leading this parade. (But I still like this ad!)
But the lesson here is clear (based on McDonald's sliding profits): be yourself; don't try to be something you're not. It works for individuals and for corporations like McDonald's.
Here's the unapologetic ad:
https://www.youtube.com/watch?v=vHKznhffxig
