McDonald's: Between the buns of a Big Mac, there is special sauce.

World Champion spots a few pathetic attempts to sound hip in advertising that backfire... Notably, this McD flash banner, where "I'd hit it" is used in reference to a Big Mac. Have these people visited Claymores bizarre and bun-filled dreams? Did a mischievous copywriter sneak this one by? Or is it that they have no clue what "I'd hit it" means? The poorly phrased flash banner is below.

No, you don't want to know what they mean by "special sauce". In a related incident World Champion describes another bad choice of words in a commercial:

One of my favorite examples of this is a Wal-Mart commercial I saw some weeks back that contained a fake family made up of some wildly talented African American actors who were working hard to show us that not only do black people shop at Wal-Mart, but it is very cool to do so. In an attempt to gain some street cred, the Bentonville company has one of the actors use the line "Wal-Mart has everything I need. No diggity." I am not making this up.

The Wal-mart ad with the unfortunate "no diggity" phrase is in the commercial archive for super adgrunts here:

Wal-Mart - Brooke and Eric / No Diggity (2004) 0:30 (USA)

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.