McDonald’s apologizes for ad campaign that resembles viral stunt

Last month, a series of very silly “engagement” photos of a smiling man frolicking in a park with a burrito went viral. They even appeared on Buzzfeed.

A few weeks later, McDonald’s released a very similar-looking series of photos to promote its new $2.50 double cheeseburger combo. The photos are staged slightly differently, and the burrito has been replaced with a burger and fries. In one photo, on a park bench, some signs have been added.

Writer David Sikorski and photographer Kristina Bakrevski quickly jumped on the fast-food chain, with Sikorski telling Adweek:

The photos used by McDonald’s are not a spin-off or a take on it, but an exact duplicate from the wardrobe, the positions and the concept. Neither myself, my photographer or the licensing company were approached for permission.