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Fifteen months ago, McDonald’s announced it would be testing a bunch of new branding ideas in Sweden, based on the notion that Swedish consumers are among the toughest critics in the world—and that success there can be replicated almost anywhere. We’re wondering how these discerning Swedes are taking to the latest McDonald’s work from DDB Stockholm—a bunch of “webisodes” (1, 2, 3, 4, 5, 6) in which the El Maco sandwich is the villainous star of an overwrought Spanish telenovela.
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