The commercial, aired mainly on stations in the Washington, DC region, shows an ex-person being wheeled into the morgue as his wife weeps and a doctor looks on sympathetically. Then the camera zooms in on the man's hand: clutched in it is a partially eaten hamburger. On come the famous Golden Arches and the tag line "I was lovin' it!"
The Physicians' Committee is campaigning to reduce high fat consumption and obesity-related deaths. In the Washington area, they say, there is a high rate of obesity and a concentration of fast food eateries.
The Pointless Digressions Damage Control Division, known in the trade as Put the Right Spin On It, has been counseling McDonald's executives, who have been wearing hurt looks since the commercial aired. We have reminded them of Oscar Wilde's dictum: "There is only one thing in the world worse than being talked about, and that is not being talked about."
The Big Mac guys say they are still not lovin' it.
Meanwhile, after an initial burst of giggles, the marketers at Wendy's, Burger King and A&W are wondering who is next.
Waiter, bring us a plate of crudites. Hold the dip.
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