Look Closer : Individuals

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.