In some kind of Glee-like, everyone-is-welcome-here appeal, this French McDonald's commercial features a gay teen with his dad. We first meet the boy talking on his phone to his crush, while ogling his class picture. Dad walks over, tray in hand, and says it's a shame he goes to an all-boys school because he'd get all the girls. The boy smiles, a you're-so-clueless grin, and the ad says "Come as you are."
Weird, I thought. Why would France target gay teens? Well, because France is McDonald's second largest market, second only to the US, to start. It has spent the last decade branding itself as French-style fast food. Fast, but not too fast. "We have a food culture in France, Eric Gravier, vice president of McDonald's France told Slate last year, "eating is not a feeding moment, it is a social moment."
Teens flock to their beloved McDo for the low prices and chance to linger with friends, so it's really no surprise this campaign appeals to food's "social moment." The "Come as you are" tag line could be used again and again for the increasingly diverse country — and based on sales, everyone is loving it.