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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In her first interview of 2017, I pressed the Prime Minister for Brexit clarity

My week, including running out of cat food, reading Madeleine Thien – oh, and interviewing Theresa May on my show.

As the countdown to going live begins in your ear, there’s always a little rush of adrenalin. Especially when you’re about to launch a new Sunday morning political programme. And especially when you’re about to conduct the Prime Minister’s first interview of 2017. When you hear the words, “Cue Sophy,” there’s a split-second intake of breath – a fleeting moment of anticipation – before you start speaking. Once the show is under way, there’s no time to step back and think; you’re focused on what’s happening right now. But for that brief flicker of time before the camera trained on you goes live, you feel the enormity of what’s happening. 

My new show, Sophy Ridge on Sunday, launched on Sky News this month. After five years as a political correspondent for the channel, I have made the leap into presenting. Having the opportunity to present my own political programme is the stuff that dreams are made of. It’s a bit like having your own train set – you can influence what stories you should be following and which people you should be talking to. As with everything in television, however, it’s all about the team, and with Toby Sculthorp, Tom Larkin and Matthew Lavender, I’m lucky enough to have a great one.

 

Mayday, mayday

The show gets off to a fantastic start with an opportunity to interview the Prime Minister. With Theresa May, there are no loose comments – she is a cautious premier who weighs up every word. She doesn’t have the breezy public school confidence of David Cameron and, unlike other politicians I’ve met, you don’t get the sense that she is looking over her shoulder to see if there is someone more important that she should be talking to.

In the interview, she spells out her vision for a “shared society” and talks about her desire to end the stigma around mental health. Despite repeated pressing, she refuses to confirm whether the UK will leave the single market as it leaves the European Union. However, when you consider her commitment to regaining control of immigration and UK borders, it’s very difficult – almost impossible – to see how Britain could remain a member. “Often people talk in terms as if somehow we are leaving the EU but we still want to kind of keep bits of membership of the EU,” she said. “We are leaving. We are coming out. We are not going to be a member of the EU any longer.” Draw your own conclusions.

 

Women on top

This is probably the kind of thing that I should remain demurely quiet about and allow other people to point out on my behalf. Well, screw that. I think it’s fantastic to see the second female prime minister deciding to give her first interview of the New Year to the first woman to front a Sunday morning political show on television. There, I said it.

 

Escaping the bubble

In my view, every journalist should make a New Year’s resolution to get out of London more. The powerful forces that led to the political earthquake of 2016 came from outside the M25. Every week, I’ll be travelling to a different part of the country to listen to people’s concerns so that I can directly put them to the politicians that I interview. This week, it was Boston in Lincolnshire, where the highest proportion of people voted to leave the European Union.

Initially, it was tricky to get people to speak on camera, but in a particularly friendly pub the Bostonians were suddenly much more forthcoming. Remain supporters (a minority, I know) who arrogantly dismiss Leave voters as a bunch of racists should listen to the concerns I heard about a race to the bottom in terms of workers’ rights. Politicians are often blamed for spending too much time in the “Westminster bubble”, but in my experience journalists are often even worse. Unless we escape the London echo chamber, we’ll have no chance of understanding what happened in 2016 – and what the consequences will be in 2017.

 

A room of one’s own

Last December, I signed a book deal to write the story of women in politics. It’s something I’m passionate about, but I’ll admit that when I pitched the idea to Hachette I had no idea that 2016 would turn out to be quite so busy. Fitting in interviews with leading female politicians and finding the time to write the damn thing hasn’t been easy. Panic-stricken after working flat out during the EU campaign and the historic weeks after, I booked myself into a cottage in Hythe, a lovely little market town on the Kent coast. Holed up for two weeks on my own, feeling a million miles away from the tumultuous Westminster, the words (finally) started pouring on to the page. Right now, I’m enjoying that blissful period between sending in the edited draft and waiting for the first proofs to arrive. It’s nice not to have that nagging guilty feeling that there’s something I ought to be doing . . .

 

It’s all over Mao

I read books to switch off and am no literary snob – I have a particular weakness for trashy crime fiction. This week, I’ve been reading a book that I’m not embarrassed to recommend. Do Not Say We Have Nothing, by the Canadian author Madeleine Thien, tells the haunting story of musicians who suffered during the Cultural Revolution in China. It’s also a chilling warning of what happens when anger towards the elite is pushed too far.

 

Political animals

However busy and exhilarating things are at work, my cat, Ned, will always give me a reality check. In the excitement of the first Sophy Ridge on Sunday, I forgot to get him any food. His disappointed look as he sits by his empty bowl brings me crashing back down to earth. A panicked dash to Sainsbury’s follows, the fuel warning light on all the way as I pray I don’t run out of petrol. Suddenly, everything is back to normal.

“Sophy Ridge on Sunday” is on Sky News on Sundays at 10am

Sophy Ridge is a political correspondent for Sky News.

This article first appeared in the 12 January 2017 issue of the New Statesman, Putin's revenge