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If you're attacked by a bear while changing a tire on an icy road, McDonald's suggests hiding in your car, closing your eyes and going to your happy place—which might include dreaming of a fast-food sandwich.
So says one of three new ads from TBWA\Paris promoting the burger chain's new "American Winter" line as a sort of extreme comfort food.
A second ad finds the same character—a young man—post-mauling, wandering a snow-clad forest. After a classic slapstick mishap with a log bridge over a frigid river, he returns to the same fantasy—a warm ski-lodge, with a roaring fire, where the number of blonde models has doubled to two since the first commercial.
The third ad captures his inept spear-fishing, at the expense of his left foot—before he reaches the same escapist resolution (he didn't really want to eat raw trout, anyways—and it's pretty clear this guy doesn't know how to start...
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