Hundreds Served on Interactive McDonald’s Billboard

French patrons get their faces on digital ad

As if there were any doubt that McDonald's is the Dr. Frankenstein of fast food, this recent interactive outdoor effort from France seals the deal. Agency BETC set up a booth in Paris where people could graft their head shots on pictures of other people's bodies—with the results appearing on a digital billboard in a busy plaza in the La Défense district. (You could also save the images as posters.) The event was part of McDonald's ongoing "Come as you are" ("Venez comme vous êtes") campaign in France—a celebration of diversity and individuality that previously included a famous spot with a gay teenager. Wags might suggest tweaking the line to "Come as you are. Leave fatter." Yes, that was a cheap shot, as deliciously irresistible as those golden fries that ruined my waistline. In fact, this latest effort runs counter to the stated mission, destroying individuality with its motif of interchangeable body parts. But in a sense, McD's has always been all about inclusion—the place serves forever patties and Happy Meals to anyone who pays. And it sure beats eating snails.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.