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For years now, McDonalds has stood high atop the business world; as one of the most widely recognized brands, it’s no surprise. Even after Super Size Me, a film documenting director/guinea-pig Morgan Spurlock’s transformation from hard ass to lard ass courtesy of a 30-day, all-McDonalds diet, the fast food chain still remains the world’s most popular restaurant.

And even though brands like Subway helped create a new, albeit fictional, demographic of health-conscious fast food eaters, riding the health wave forced McDonalds to reconstruct their public persona. So to whom do those high atop the Mickey D’s food chain owe such impeccable brand resilience?

Their advertisers.

Whereas competitors like Carl’s Jr. seem to have fallen asleep at the wheel with the introduction of their new chili cheeseburger – a newer, more advanced breed of sh*t — can we say the same for McDonalds, who consistently dominates the competition?

With their most recent campaign promoting their Southern Style Chicken Biscuits, the newest in their long line of watered-down advertisements, it seems like McDonalds is playing it safe. But in a world full of progressive advertising, it seems as though many forget the effectiveness of a simple spot. Though adhering to cliches and trying to convince us that a chicken sandwich is “non-conformist” may be pushing it, with competitors like Carl’s Jr pushing turd-burgers to the masses, it’s no wonder McDonalds produces lame (yet effective) ads.

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