Engineering the Perfect McDonalds Burger, and a Marketing Win

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Why does a Quarter Pounder with Cheese look so much better in the ads than out of the box? McDonalds Canada wants to show you. In this short video, their Director of Marketing, Hope Bagozzi, reveals how they style, photograph, and Photoshop the burgers in their ads. It's not that manipulative, she insists -- although the burger is handcrafted by stylists, they use the same ingredients, and the digital editing only corrects for minor imperfections. As an advertising strategy, the video has been successful -- it has collected over two million views on YouTube since it went live on June 19. 

For more videos from McDonalds Canada, visit the YouTube channel

Via Kottke and Hiten Samtani

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Kasia Cieplak-Mayr von Baldegg is the executive producer for video at The AtlanticMore

Cieplak-Mayr von Baldegg's work in media spans documentary television, advertising, and print. As a producer in the Viewer Created Content division of Al Gore's Current TV, she acquired and produced short documentaries by independent filmmakers around the world. Post-Current, she worked as a producer and strategist at Urgent Content, developing consumer-created and branded nonfiction campaigns for clients including Cisco, Ford, and GOOD Magazine. She studied filmmaking and digital media at Harvard University, where she was co-creator and editor in chief of H BOMB Magazine.

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Saving Central: One High School's Struggle After Resegregation

Meet the students and staff at Tuscaloosa’s all-black Central High School in a short documentary film by Maisie Crow. 


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