News

New ad attacks McDonald's ... Is it fair?

September 14, 2010

A new ad debuting in Washington, D.C. on Thursday points the finger at McDonald’s Corp. for an increase in heart disease.

According to a Wall Street Journal article, the nonprofit organization, Physicians Committee for Responsible Medicine, produced the ad featuring a woman crying over a dead man lying in a morgue, holding a hamburger.

At the end of the ad, golden arches appear over the dead man’s feet, followed by the words, "I was lovin' it," a play on McDonald's long-running ad slogan, "I'm lovin' it." A voiceover says, "High cholesterol, high blood pressure, heart attacks. Tonight, make it vegetarian."

PCRM, which spent $7,000 on commercial spots this week, claims the ad's objective is make people aware that Washington, D.C. has the second-highest heart disease fatality rate in America, killing more than 1,500 citizens each year. The group added that Washington, D.C. has more McDonald’s, Burger Kings and KFCs in a square mile radius than any other similar-sized city.

The group plans to air the commercial later this month and in October, showing it on local news stations and on “The Daily Show with Jon Stewart” in the Washington, D.C. area. PCRM is also looking into other cities such as Chicago, Houston, Los Angeles and Miami to air the commercial.

Susan Levin, PCRM's director of nutrition education, says the group is singling out McDonald's because "they epitomize fast food and the permeation of fast food in the country."

PCRM also said the group will write to Washington’s Mayor Adrian Fenty in hopes to halt the construction of new quick-service restaurants in the city. This is rapidly becoming a trend in America; the Los Angeles City Council passed an ordinance in 2008 issuing a moratorium, which lasted for two years and stopped the opening of new QSR chains in a 32-square-mile area.

Cindy Goody, director of nutrition for McDonald’s responded to the ad, saying, "McDonald's is committed to providing balanced menu choices and a variety of options to meet our customers' needs and preferences.”

Additionally, Scott DeFife, an executive vice president for the National Restaurant Association, said the ad was "irresponsible" and it "attempts to scare consumers into making choices and promotes a limited view of good nutrition."

So, is the ad fair? Watch the video and post your comments below: