creative director/marketing coordinator: Milton Rand Kalman | street team: Andy Walker | copy writing: Jack Napier, ______ deCoverly

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photos: Billboard Liberation Front

FOR IMMEDIATE RELEASE

June 6, 2010
San Francisco

The Billboard Liberation Front (BLF) and the McDonald’s Corporation (MCD) have launched a new advertising improvement campaign. The initiative features a bold new slogan, “I’m Sick of It,” and is designed to counter the brand-negatives that have gnawed at MCD since the release of irresponsible attack-films like “Supersize Me” and “Food, Inc.” By embracing the traditional American values of conformity, convenience, and mediocrity, it is intended to reverse the damage done by the nay-saying health-Nazis and cow-hugging America-haters who have taken a bite out of MCD’s market share and hounded its beloved corporate mascot Ronald McDonald into exile.

“In an uncertain world, customers want comfort and sameness in their eating habits,” the spokesclown observed, speaking from the cramped office he shares with fellow expatriate Joe Camel. “It’s not just about portion size, though that’s still important. In these troubled times it’s more about familiarity, about conformity, and most of all about not taking any risks. MCD has responded to that shift in consumer attitudes, and has reengineered its product line to reflect a culinary landscape that prides itself on mediocrity.” Mr. Camel, speaking through a throat-tube, added: “McDonald's is the cardiologist of America’s destiny.”

To accomplish this historic turnaround, McDonald’s turned to the re-branding experts at BLF, America’s premier Advertising Improvement Agency. “It’s time for McDonald’s to retake the cultural High Ground,” explained BLF Recreative Director ______ deCoverly. “They’ve been on the defensive for years, using generic ‘lifestyle’ ads that deny their core values. Now they’re fighting back, and reclaiming their cultural legacy.”

Unashamed to take a bold stance on America’s milquetoast taste, McDonald’s and the Billboard Liberation Front proudly unveil their new campaign: “I'm Sick of It.” The initial improvement can be seen at the corner of California and Hyde in San Francisco.