Client:

McDonald's

The Judge's verdict

"Yes, it's a long copy ad, yes it's recent, & yes it's from my own creative department. At the time, McDonald's were under attack more virulently than any business before or since. The health lobby, the medical profession, teachers, environmentalists & the mass media were heaping opprobrium on the brand, and its role in the whole obesity diet & processed food debate had long ceased to be conducted on any rational basis. By the time "Super Size Me" came out, we were wondering whether the storm would ever abate. At a single stroke, this ad changed that. Using self-depreciation, honesty and charm, copywriter Alistair Wood portrayed McDonald's as the voice of calm amidst the deafening shriek of politically-correct outrage, making the brand appear human, fallible & likeable, as well as responsive to customer's demands."