It's weird when fast-food places, especially McDonald's, embrace transparency. It seems wholly out of character, like Buck Turgidson letting people see the Big Board. But Mickey D's has addressed the issue of why its food looks so much better on TV than in the flesh, so to speak, with the video below explaining how Watt International preps a Quarter Pounder (or a Royale With Cheese for any continentals reading this) to look edible. I learned about the art behind food advertising as a kid, but I'd forgotten how thorough the process was. Yeesh. That burger wears more makeup than Katie Couric. Agency: Tribal DDB Toronto. Via PSFK.