Remember the story, "The Emperor's New Clothes"?
No? It's about a rich, dumb king who's vanity requires having the best, most exclusive clothing. He's duped into going naked by two crooked (lazy, dishonest) tailors who charge him a lot of money for nothing. The king then parades his "new clothes" to his worshipful public who are too terrified or insecure to point out the king's absurd nudity.
In the end, a little boy is honest enough to call his bluff. The swindlers are fired and the King comes to his senses and covers up his (undoubtedly) icky nudity.
Advertising is like "clothing" - it is the visible representation of a company. All too often "Kings" (clients) are sold "clothing" (advertising) that appeals to their vanity rather than what is true, useful and desired by the customers.
It's very cool that McDonald's is addressing the issue of food quality. McDonald's has been "naked" (barfy food) for too long. But that doesn't mean they are a bad "king" - McDonald's are a remarkable food-distributor and their customers will appreciate a consistent-quality product that uses the miracle of mass-production to provide better prices.
Let's look forward to how the ad agencies (tailors) will convey McDonald's quality and value to its customers.
