‘McDonald’s’ Really is the Same in Every Language

By Bob Marshall 

Upon seeing this new spot from McDonald’s Canada and its agency to the north, Cossette Toronto, I immediately asked myself, “Why hasn’t McDonald’s done this spot before?”

Sure, naysayers will say that, if anything, this spot showcases the results of aggressive globalization and all that jazz. But, if you have over 31,000 restaurants in 119 countries, you might as well show that you’re the kind of company that everyone understands. Our traveler need only say “McDonald’s” and make a hamburger-eating gesture for people young and old to smile and steer him in the direction of the nearest restaurant. Also, the heartwarming handshakes and fistbumps celebrating the breaking down of language barriers are a nice touch. Now, I wonder if these results vary in a place like Scotland.

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