All the cool kids go to McDonalds, according to McDonalds

The ADgenda: nobody tapes their face to dogs.

Since 2008, McDonald's UK has been working on an image overhaul with advertising leaders Leo Burnett, a company whose slogan is, “We don't make brands famous, we make them popular”. The ad agency had a difficult job on its hands; poor old McDonald's had a rough ride with PR in the noughties; first it was linked with political corruption, then SuperSize Me showed a man's body slowly decomposing on a diet of Maccy D's, and all the time those environmentalists kept harping on about that darned rainforest. Leo Burnett's first job was to run a set of ads to show that, contrary to popular belief, McDonalds's is actually one of the UK's leading health and organic food retailers (come on guys, they sell apples).

This health campaign, combined with the crowd-sourced "We All Make The Games" campaign, have acted together to (according to the Leo Burnett website) "double trust" in the brand. But, not content with this, in the past twelve months the Burnett ad team have gone further, launching a raft of adverts aimed to make Maccer's the restaurant de choix for the hip, young professional. Part of this, involves the promotion of McDonald's “freshly ground coffee” range.

"Coffee and Conversation”, which first aired last year, shows us a series of vignettes that demonstrate the kinds of every-day conversations people have round a cup of java à la McDo. For example, the ad begins with a disgruntled thirty-something telling her friend “and then he taped his face to the dog”, ; “I hear ya sister'', the viewer will think, “if I had a penny for every time my Pete taped his face to the dog...”. Another scene shows a sassy London gal with her mates trying desperately to de-code her boyfriend's mindbogglingly cryptic text -"C u l8a". “What does that mean?!”, she cries, her mates are hysterically excited about the whole thing, but also unable to elucidate the mystery.

Indeed, so at home is the young professional in Mcdonald's, that one trendy young man chooses it as the place to start his relationship, and an attractive young blonde, deems it an appropriate place to end hers; we zoom in on a drop of coffee creeping down her cup, as she splutters, “I just feel differently about you now”. The drop of Maccers coffee, in a very contained kind of pathetic fallacy, – I think – is meant to represent the anguish of the young blonde. In an even sadder scene, a dead-eyed thirty-something in a suit tells his indifferent colleagues “I talked about staplers for an hour today”.

Leo Burnett reaches out to the young professional again in 'First Day', an ad in which a young man starts a new job in a funky modern glass building. His new boss bombards him with information and acronyms, she even follows him into the men's toilets to tell him he's drying his hands wrong. Overwhelmed, he hobbles over to McDonalds's on his lunch break, as he orders a Big Mac the world is put to rights; he proceeds to flirt with his burger, before turning his attentions to the colleague he's made sexy eyes with earlier, who also lunches under the Golden Arches. Romance is not dead.

The ad, "He's Happy", again, pushes McDonalds's as a place of sanctuary for the hot young boy- about- town. A plucky twenty-something leaves his city flat and sings a chirpy rendition of 'The street where you live' from My Fair Lady; he smiles at passers-by and winks at foxy florists as he goes. At the end of the ad it is revealed that the cause of his light mood and public singing is not a lovely lady, but a double big mac.

Now, It is not that these situations are so very implausible, romances may have started in McDonald's, people probably do have depressing conversations about their work in the restaurant, and many people on their first day at a new job might choose to eat at McDonalds's, for its grim familiarity if nothing else. But the McDonalds's in question would not be the soft-lit, soft-focus, everyone is under 35 and gorgeous one, created by Burnett's team; in real McDonalds's, the lights are too bright, there is invariably at least one screaming child in the vicinity, and olfactory perception (conveniently absent in a TV ad) is filled with the smell of chip fat mixed with disinfectant. That is the reality; getting dumped in McDonalds's would be hideously depressing, having lunch there every day would give you permanent afternoon indigestion.

Oh, and take note Burnett; nobody tapes their face to dogs.

McDonald's UK has been working on an image overhaul. Photograph: Getty Images
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Donald Trump ushers in a new era of kakistocracy: government by the worst people

Trump will lead the whitest, most male cabinet in memory – a bizarre melange of the unqualified and the unhinged.

“What fills me with doubt and dismay is the degradation of the moral tone,” wrote the American poet James Russell Lowell in 1876, in a letter to his fellow poet Joel Benton. “Is it or is it not a result of democracy? Is ours a ‘government of the people by the people for the people’, or a kakistocracy rather, for the benefit of knaves at the cost of fools?”

Is there a better, more apt description of the incoming Trump administration than “kakistocracy”, which translates from the Greek literally as government by the worst people? The new US president, as Barack Obama remarked on the campaign trail, is “uniquely unqualified” to be commander-in-chief. There is no historical analogy for a President Trump. He combines in a single person some of the worst qualities of some of the worst US presidents: the Donald makes Nixon look honest, Clinton look chaste, Bush look smart.

Trump began his tenure as president-elect in November by agreeing to pay out $25m to settle fraud claims brought against the now defunct Trump University by dozens of former students; he began the new year being deposed as part of his lawsuit against a celebrity chef. On 10 January, the Federal Election Commission sent the Trump campaign a 250-page letter outlining a series of potentially illegal campaign contributions. A day later, the head of the non-partisan US Office of Government Ethics slammed Trump’s plan to step back from running his businesses as “meaningless from a conflict-of-interest perspective”.

It cannot be repeated often enough: none of this is normal. There is no precedent for such behaviour, and while kakistocracy may be a term unfamiliar to most of us, this is what it looks like. Forget 1876: be prepared for four years of epic misgovernance and brazen corruption. Despite claiming in his convention speech, “I alone can fix it,” the former reality TV star won’t be governing on his own. He will be in charge of the richest, whitest, most male cabinet in living memory; a bizarre melange of the unqualified and the unhinged.

There has been much discussion about the lack of experience of many of Trump’s appointees (think of the incoming secretary of state, Rex Tillerson, who has no background in diplomacy or foreign affairs) and their alleged bigotry (the Alabama senator Jeff Sessions, denied a role as a federal judge in the 1980s following claims of racial discrimination, is on course to be confirmed as attorney general). Yet what should equally worry the average American is that Trump has picked people who, in the words of the historian Meg Jacobs, “are downright hostile to the mission of the agency they are appointed to run”. With their new Republican president’s blessing, they want to roll back support for the poorest, most vulnerable members of society and don’t give a damn how much damage they do in the process.

Take Scott Pruitt, the Oklahoma attorney general selected to head the Environmental Protection Agency (EPA). Pruitt describes himself on his LinkedIn page as “a leading advocate against the EPA’s activist agenda” and has claimed that the debate over climate change is “far from settled”.

The former neurosurgeon Ben Carson is Trump’s pick for housing and urban development, a department with a $49bn budget that helps low-income families own homes and pay the rent. Carson has no background in housing policy, is an anti-welfare ideologue and ruled himself out of a cabinet job shortly after the election. “Dr Carson feels he has no government experience,” his spokesman said at the time. “He’s never run a federal agency. The last thing he would want to do was take a position that could cripple the presidency.”

The fast-food mogul Andrew Puzder, who was tapped to run the department of labour, doesn’t like . . . well . . . labour. He prefers robots, telling Business Insider in March 2016: “They’re always polite . . . They never take a vacation, they never show up late, there’s never a slip-and-fall, or an age, sex or race discrimination case.”

The billionaire Republican donor Betsy DeVos, nominated to run the department of education, did not attend state school and neither did any of her four children. She has never been a teacher, has no background in education and is a champion of school vouchers and privatisation. To quote the education historian Diane Ravitch: “If confirmed, DeVos will be the first education secretary who is actively hostile to public education.”

The former Texas governor Rick Perry, nominated for the role of energy secretary by Trump, promised to abolish the department that he has been asked to run while trying to secure his party’s presidential nomination in 2011. Compare and contrast Perry, who has an undergraduate degree in animal science but failed a chemistry course in college, with his two predecessors under President Obama: Dr Ernest Moniz, the former head of MIT’s physics department, and Dr Steven Chu, a Nobel Prize-winning physicist from Berkeley. In many ways, Perry, who spent the latter half of 2016 as a contestant on Dancing with the Stars, is the ultimate kakistocratic appointment.

“Do Trump’s cabinet picks want to run the government – or dismantle it?” asked a headline in the Chicago Tribune in December. That’s one rather polite way of putting it. Another would be to note, as the Online Etymology Dictionary does, that kakistocracy comes from kakistos, the Greek word for “worst”, which is a superlative of kakos, or “bad”, which “is related to the general Indo-European word for ‘defecate’”.

Mehdi Hasan has rejoined the New Statesman as a contributing editor and will write a fortnightly column on US politics

Mehdi Hasan is a contributing writer for the New Statesman and the co-author of Ed: The Milibands and the Making of a Labour Leader. He was the New Statesman's senior editor (politics) from 2009-12.

This article first appeared in the 19 January 2016 issue of the New Statesman, The Trump era