McDonalds had a series of commercials that showed friends in their mid-twenties eating burgers and laughing. I believe it is the integration of the motorcycles that makes this my least favorite commercial. With little focus on the product, viewers like myself have too much time to pick apart the ridiculous scenarios presented in the commercials.
People choose brands because of what they believe the brand "says" about them. Companies can alienate consumers when what they want their brand to say about their customers and what the consumers think the brands says about them are different. This is another example of how McDonalds failed to convey the right message.
When McDonalds stopped focusing on convenience and price and tried to emphasize the quality of their ingredients, they neglected their target market and started speaking to a market that wasn't willing to hear it from the brand. People concerned with healthy and fresh ingredients, are not likely going to McDonalds.
It's hard to combat one extreme with another.
