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The Medium Is the Message

By Jean-Marie Hershey on March 13th, 2008

Swedish minimalism has long been associated with spare, ash-blond furniture and space-age IKEA design, but a print ad appearing in Sweden’s Metro newspaper recently applies the creative concept to….McDonald’s Big ‘n’ Juicy Burger? According to Folio’s Josh Gordon, the double-page spread – printed on napkin paper - “uses almost no ad copy and a lot of paper to communicate how their bigger hamburgers need bigger napkins to handle them.” The only text in the placemat-sized ad are the words, “Big ‘n’ Juicy” appearing with McDonald’s logo in the lower right-hand corner. “Is paper-based ad messaging dead?,” Gordon asks? “I don’t think so!”

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  1. 2 Responses to “The Medium Is the Message”

  2. By Brian on Mar 14, 2008 | Reply

    This is why I could never be a marketing guy… I see that ad and I think “Big and juicy? There’s nothing there. So that means McDonalds has nothing big and juicy. Sounds about right!”

    -Brian

  3. By Jan Eskildsen on Mar 15, 2008 | Reply

    Marshall McLuhan was right.
    But if McDonalds has big and juicy stuff, I would be afraid, that it will contain too much fat.