PARODY AD

Adbusters, “Grease”

This parody draws on the highly recognizable (across many cultures) image of Ronald McDonald, fictional spokesperson for McDonald’s. Like many brandings, the connection between this person and the fast-food chain seems odd, but repetition of that link has made the character part of the “brand” that is McDonald’s, a way of connecting all products under a unifying symbol (in the same way that Mickey Mouse represents the Disney brand).

Adbusters disrupts that naturalized connection by rebranding the character in an almost literal way: writing one purportedly negative word (“Grease”) across his face, appearing to silence him. This is a new association that viewers will have a hard time forgetting; the next time they see a McDonald’s ad featuring Ronald McDonald, they’re likely to also think of the word “Grease” in association with the ad.