The ad showing a crying woman with the caption “You’re not alone. Millions of people love the Big Mac,” was seen on a poster on Boston metro. The PR failure was said to parody mental health and depression PSAs. A toll-free phone number that connects to McDonalds corporate line is also shown at the bottom of the poster.
McDonalds, however, was quick to react. They were not happy with what happened and issued a statement to Time:
We can confirm this ad was not approved by McDonald’s. And, as soon as we learned about it, we asked that it be taken down immediately. We have an approval process in place, with our marketing and advertising agencies, to ensure that all advertising content is consistent with our brand values. Regrettable, in this incident, that process was not followed. We sincerely apologize for this error.