I stumbled across this article at mentalfloss.com last week: “McDonald’s Engineers a New Type of Straw for Slurping Shamrock Shakes.” Take a look:
Let me confess. I have zero love for McDonald’s and its food. And even less love for Shamrock Shakes–a combination of mint/chocolate shake promoted around St. Patrick’s Day.
However, the video promoting this straw is fabulous. Its tongue-in-cheek humor is perfect for media-savvy viewers who know a shallow pitch when they see one. Here’s why the ad is great: it admits that the product is “spectacularly unnecessary” and proceeds to treat it as a serious invention (which McDonald’s apparently actually did). The straw is actually a Suction Tube for Reverse Axial Withdrawal (STRAW) and the subtitles expose the ad’s own awareness of its overblown production. The British narrator is a nice touch. This tactic does not insult viewers; instead, it appeals to their savvy and makes them laugh.
Actually, it made me want one of these straws.
Have a look: