McDonald's targets Starbucks attitude
We've been hearing a lot lately about negative TV ads stirring up America's ongoing culture wars. Some new ones are about to come out, not from one political candidate attacking another, but from McDonald's attacking Starbucks. Rico Gagliano reports.
Woman in McDonald's commercial targeted at Starbucks. (McDonald's coffee commercial)
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TEXT OF STORY
TESS VIGELAND: We've been hearing a lot about negative ads over the last few months. Ads stirring up the culture wars in this country. Turning "elite" into a four-letter word. A new spate is about to come out. But not from the usual suspects. Rico Gagliano reports.
RICO GAGLIANO: The ads are airing as local markets roll out McDonald's new "McCafe" premium drinks. The spots are set in Starbucks-esque coffee shops. One features two hipster dudes, the other two stylish urban women.
- McDonald's Premium Coffee Commercial
- (fleddertube / You Tube)
WOMAN 1: You know, I heard McDonald's is making lattes now.
WOMAN 2: McDonald's? Well that's just . . . it's fantastic!
WOMAN 1: Now we don't have to listen to jazz all day long!
WOMAN 2: I can start wearing heels again!
Barbara Lippert is a critic for AdWeek media. She says competitors have poked fun at Starbucks before. But these new ads take things a step further -- to culture war in the coffeehouse.
BARBARA LIPPERT: It really seems to be in the Sarah Palin moment. Because all that is about anti-intellectualism and shootin' and huntin' . . . . And this is, you know, "Oh, we really always hated Starbucks, and thank God for McDonald's and a real American option.
Now, the ads were surely in development long before Sarah Palin hit the scene. And in a statement, McDonald's says it's simply trying to bring in "customers who may not be visiting us today for Premium Coffee."
Still, more than one ad expert makes the connection between the presidential and the McDonald's campaigns.
FAITH POPCORN: It's adapting kinda the campaign approach.
See? Faith Popcorn is CEO of market consultants BrainReserve.
POPCORN: I can't imagine that anybody could fall for this.
GAGLIANO: And yet, time after time, we've seen that people do fall for negative campaigns, you know.
POPCORN: But this is beyond a negative campaign, this is condescending, to say that they're not smart enough to go to Starbucks!
See you at the polls . . . I mean, coffee shop.
In Los Angeles, I'm Rico Gagliano for Marketplace.
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From AK, 10/20/2008
This has nothing to do with the election. Real Americans, like the parents on my son's hockey team, make their own coffee. They're hardworking blue collar people like you and me. That's why the Maverick and I will only drink coffee made by special needs children while on the campaign trail. You betcha.
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From Fort Worth, TX, 09/21/2008
"It really seems to be in the Sarah Palin moment. Because all that is about anti-intellectualism and shootin' and huntin' . . . "
That's the stupidest thing I've read in a long time.
From Austin, TX, 09/14/2008
Keith, I completely agree. I rarely go to Starbucks because it is overpriced and coffee shops in general usually appeal to as you say, urban hipsters, or people wanting to feel like they are. There is really nothing intellectual about that. If anything, I would think of these people have more fallen victim to corporate consumerism than the average McDonalds customer. If McDonalds wants to get into the 300+% gross margin coffee business, fine with me.
I agree that anti-intellectualism is a huge problem in this country, but this is not it. If anything it is anti-false-intellectualism, or anti-condescending-attitude.
From Indianapolis, IN, 09/13/2008
I've no issue with these ads because I can see through them; however, I have a problem with those who think McD is doing something unique here. I mean, is having to give away a product, in this case, the coffee (and this is yet another free giveaway by McD to take on SBUX), really challenging a leader? That's the real discussion.
From San Diego, CA, 09/12/2008
This ad isn't making fun of intellectuals, it's making fun of urban hipsters. Of course that's a negative message, but it's hardly anti-intellectualism.
From Merritt Island, FL, 09/12/2008
The problem is an engineered one to promote confusion between having elite people in public office -- the cornerstone of Jeffersonian meritocracy, which should be viewed as a good thing -- and reasonable resentment against elitism.
From Los Angeles, CA, 09/12/2008
It matters because anti-intellectualism in America is a cultural plague. The Framers assumed an educated, thoughtful electorate when they laid the foundations of our democracy, and it's time for intelligent people to say, "Enough!" Enough of choosing candidates it might be fun to have a beer with, enough allowing althetes to bully the smart kids in high school, enough making fun of intelligence/cosmopolitanism/intellectual curiosity in our public discourse, whether serious or, as in this ad, lightheartedly for humor. Who were the great anti-intellectuals of the last century? Hitler and Stalin and Mao. It's oh-so-much-more subtle here, but do we really want to play in that sandbox? I sincerely hope Popcorn is right and this campaign fails.
09/12/2008
Why anybody is surprised about this development is a puzzle to me. Politics and corporatism have slowly crept into one another for over a quarter century now; why should advertising be any exception? Hatred sells; as writers like Jacques Ellul have pointed out, propaganda (read: advertising) MUST insinuate itself into all aspects of human life. As fatalistic as this may sound, no one can, much less will, do anything to alleviate its poisonous reach. Only an ethics and practice of renunciation will save people--something neither of these companies wants to flourish.
From NC, 09/11/2008
As stated in the article, this ad campaign has been going on long before elitism became an issue in the presidential campaign. Interviewing people angry about the Palin pick makes it seem like a much more charged issue than it should be. McDonalds is merely trying to reach people turned off by the Starbucks culture. It has nothing to do with the campaigns and is just making the lighthearted point that we don't have to feel awkward in order to drink coffee.
I agree that it's sad to watch America's disgust for intellectualism, but can we just have a laugh at an add that is meant to be humorous? People taking offense to things like this (and the media legitimizing it) is part of the reason why this election has gotten so ridiculous.
09/11/2008
McDonald's is attacking jazz? Oh yes, I'd much rather sit in a hard plastic booth listening to soft rock and stuffing my face with a big mac! Last time I checked, a cup of COFFEE at Starbucks is well under $2...it only gets expensive when you add milk and espresso and flavors and everything. And Starbucks at least attempts to do some good in the world, while McDonald's is plowing down the rain forest to make room for genetically-engineered cows. Why is it bad to be intelligent? Intellectual? To like music that values talent and creativity over mass marketing and the lowest common denominator. It's just disgusting!
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