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The new set of McDonald’s ‘Manly Man Beef’ ads have launched in China to acknowledge and combat the controversy over its beef being treated with ammonia. The campaign, created by TBWA Shanghai, promotes its “100% pure beef” through a series of five commercials based on characteristics of men in China, such as “calm,” “focus” and “strong.”

The campaign in China follows on the fast food chain’s ‘100% Manly Man, 100% Real Beef’ campaign from last year, and each of the McDonald’s ‘Manly Man Beef’ commercials are all tailored to a different region of China. Popsop points out, for example, that the Shanghai version portrays a man cooking to demonstrate how Shanghainese are skilled at taking care of their families.

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