Why Are People In An Uproar About The New “Signs” McDonald’s Commercial?

I saw the new commercial that everyone is talking about, and I’m not quite sure what everyone is in an uproar about.

From what I understand the ad was designed to appeal to hearts rather than stomachs.  Watch the video here, you will see messages that have been on McDonald’s signs throughout the years, all in different communities across the country.

The messages range from local and national crisis, welcoming home soldiers, to congratulating newlyweds, and “Boston Strong”.

The commercial which tugs at the heart strings, comes at a time when the fast food chain is struggling with sales.

"McDonald's has gotten a lot of bad press over the past year and they are trying to create an image that says 'we care,' says Piyush Kimar, marketing professor at University of Georgia's Terry College of Business. "The problem is that some wonder what McDonald's has to do with these national tragedies."

Here are a few tweets that followed the commercial:

“The McDonalds commercial that wants us to thank them for changing their signs during national tragedies is more tasteless than the McRib.”

“@McDonalds sorry, show your humanity by paying you workers more, not by showing maybe ten signs out of about a few thousand.”

In a statement from McDonald's USA, the brand said they are "happy" that, "the powerful Signs commercial has sparked commentary from consumers." The company said the advertisement is achieving a larger campaign goal, "to listen more and have a deeper conversation with customers."

Some see the advertisement as a marketing ploy targeted towards people’s sensitive side, and at the same time, others consider references to the national tragedies, such as the Boston Marathon bombing, to be in bad taste.

Maybe the ploy worked on me, maybe I’m sentimental that way, but I think most Americans are in the face of tragedy.  I didn’t view it as bad taste, I viewed it as a community standing together to show support and caring sentiments throughout their own community.  This is what we do in America, and it’s what makes us strong.

Take a look at the commercial.  I didn’t post it for you to see it and then go buy more cheeseburgers, I posted it because I wanted to point out that some people, sometimes just have nothing better to do than complain about something.  The glass is half full.