At first glance, this new McDonalnds Swedish ad looks very offensive and racist. It says in bold typical McD yellow font "We don't hire Turks, Greeks, Poles, Indians, Ethiopians, Vietnamese, Chinese or Peruvians." But if you look at the fine print at the footer of the ad, it says "Nor Swedes, South Koreans, or Norwegians. We hire individuals. We don't care what your surename is. Because ambition and determination have nothing to do with your nationality. McDonald's is one of the most integrated companies in Sweden, with as many as ninety-five nationalities working for us. Join us at mcdonalds.se"
I'm Loving it! I like how the ad shocks you then delivers a stout diversity statement! The ad is titled Individuals and is created by DDB Advertising Agency, Sweden with art direction by Fredrik Simonsson.
Click the pictures below for a close-up look at the text.
Key Themes Behind This Trend
- Diversity in Advertising
- Opportunity for businesses to create inclusive campaigns that challenge stereotypes and promote diversity.
- Shockvertising
- Opportunity for businesses to use provocative advertising techniques to grab attention and generate conversation.
- Integrating Multiple Nationalities
- Opportunity for businesses to embrace multiculturalism and actively promote diversity within their organizations.
Where This Applies
- Advertising
- Opportunity for advertising agencies to push boundaries and create impactful campaigns that challenge societal norms.
- Fast Food
- Opportunity for fast food chains to showcase their commitment to diversity and inclusion in their workforce.
- Human Resources
- Opportunity for HR departments to adopt inclusive hiring practices and actively promote diversity within their organizations.
