Agency Network: 
June 2010
McDonald's:  Medium
McDonald's Print Ad -  Medium


McDonald's in Israel changed the menu to much less calories and fat.

Print advertisement created by TBWA, Israel for McDonald's, within the category: Food.


McDonald's, It's not what you had in mind...

Advertising Agency: TBWA/Yehosua, Tel-Aviv, Israel
Creative Director: Edo Karib
Art Director: Ziv Almog
Copywriter: Ayelet Klein
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Guest's picture

yeah....if I saw that as size tag, I'd think I was a fat ass.

Guest's picture

yeah....if I saw that as size tag, I'd think I was a fat ass.

jackmancer2017's picture

After a while I understood it, they are sizes. At first it looked like some weird Scrable to me. They shouldn't had made those labels square. But even then I don't like it. So McDonalds is medium now??

Guest's picture

really? scrabble?

Guest's picture

Honestly, I guess you should stop commenting on ads in AOTW, since the portfolio in your site is, at best, pedestrian (that's way below trainee level). I must say I really appreciate your gumption to make public your shoddy website.

Guest's picture


Guest's picture

McDonald's stands for FAT ASS....

Guest's picture

McDonald's in Israel changed the menu to much less calories and fat.

Guest's picture

really? that's awesome!

Billoughsby's picture

Nice looking. I'm guessing they're saying McD's is not size 52 double knit tent pants. That's the rap it gets, and McD's is hitting it head-on, after a fashion.

The problem I have with this, of course, is that to even address this question or issue smacks of protesting too much. Set up a traffic cam outside a McD's and watch all those double wide people coming and going. So in deciding to "keep it real", they essentially have to keep it in the realm of denying and unreal PR.

Activity Score 5154
Art Director |

That's it.

TommyO's picture

Is this an attempt to create an identity between McDonald's and Medium size?
I don't buy it.

Activity Score 1866
Copywriter |

That's me!

gon_enelcamino's picture

medium size burgers? This would be a nice Burger King ad... in fact, I think it has already been done this way

Activity Score 838
Guest's picture

dont misguide with creatives mate.....

Guest's picture

this ad was just a small part of the McD campaign in israel.
there were print and TV ads ( that compared between McD products to other food products, most of them considered healthy (like Mosley).
The McD products in israel are much different from anywhere else in the world: Big Mac has 576 calories all over the world but in israel only 380 calories per unit (same size 210 g), So come and eat here - its healthier.

akshaysrikar's picture

you are not fooling anybody McDonalds. Whatever said and done everybody knows you'll always be in the 'L' & 'XL' range.... always. maybe even 'XXLL' .

but that doesn't mean im going to throw my Quarter Pounder away, screw that, im lovin it.

Activity Score 420
Cube's picture

this will never convince anyone.

Activity Score 458
royschellekens's picture

Yes it does. It convinced me not to go tonight to stay a size S.... :-P

Activity Score 390
Art Director at Art Director |

Hate advertising? Make better ads.

headoffice Communication's picture

I don't agree with what it claiming it copy.

headoffice Comm...
Activity Score 196
Graphic Designer at 37/B Indira Road, Ground Floor, Farmgate, Dhaka-1215, Bangladesh
ERROR404's picture

misleading and bad copy.

Activity Score 770
design akademie berlin, Hochschule für Kommunikation und Design | FH
Jupiter's picture

I'll buy any meal... but not this one...

Activity Score 547
Artifarty |

commenting just to gather more pencils:-)

himanshu prabhakar's picture

Smart concept i like it! but u have to do smart execution

himanshu prabhakar
Activity Score 471
Art Director at Discovery communications india pacific |

Himanshu Prabhakar

Guest's picture

very good

monsieurange's picture


Activity Score 520
Creative Director
Guest's picture


Ohkamp's picture

Interesting idea but it doesn't quite work for me. I kinda need to see a direct change from big to small. Instead, this just puts me in the middle and shows all the other sizes along with it. Thanks for sharing though!

Activity Score 228
Creative Director at Lowe Roche, Toronto
Guest's picture

Ya he visto la idea y el recurso unas 400 veces. Incluso con Burguer.

Billoughsby's picture

I agree! bring back the Hamburglar and Mayor McCheese.

Activity Score 5154
Art Director |

That's it.

Anonymous Author's picture

What about McD's was I supposed to have in mind in the first place? And anyway, they don't even look like real sanitary pads.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

velle's picture

it doesn't work.
the take out i got was, mcd is now available in Regular (medium) and not just XL, Large, and Small. we all know Regular has always existed so it's confusing.
the size labels just add to the confusion. the copy isn't helping.
i understand what youre trying to say, but you shouldnt have to explain it in a rationale for us to get it

Activity Score 1550
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