We all reach a certan threshold: perhaps you've had a long day at work, you've been rushing the kids around to rugby practice, or an evening with in-laws has sent you down a dark abyss.
Once you cross that threshold, the idea of cooking a reasonable meal goes right out the window as you pull up to the talking box in the McDonalds drive-thru. What only compounds your sheer misery is that instead of a gleaming and perfectly formed Big Mac plonked in your lap, you get a greasy, sloppy, limp mess.
To all those who wondered how on earth the fast food giant has got away with selling a product that looks so distinctly different from its advertising, the head of marketing for McDonalds in Canada has taken us behind the scenes at a burger photoshoot.
Whilst a real, living, breathing burger is formed in under one minute whilst you wait patiently with the kids screaming blue murder from the back seat, the peice de resistance created by 'burger stylists' takes more than two hours to complete.
With surgeon-like skill, the sauce is spread with syringes, the cheese melted with a blowtorch, and onion slices shifted millimetre by millimetre.
By the end of the promotional video (shown above) the fantastically-named Hope Bagozzi informs us of a gem of corporate propganda: apparently the difference between advertising-burger and drive-thru-burger is because the steam of a hot burger causes it to compress in its packaging.Well, for the amount McDonalds charges for its burgers these days, I expect a designer burger. No exceptions.
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