‘Good luck burger’ ad for McDonald’s Taiwan sparks controversy in China

A commercial by Leo Burnett Taiwan for the McMuffin is at the centre of a political controversy.

Part of a three-film campaign that positions the McMuffin as “the good luck burger”, the controversial ad features a brief shot of a student’s examination ticket, which lists her as being a citizen of Taiwan.

This apparently has provoked angry reactions from Chinese netizens who interpreted the ad as the fast food chain supporting Taiwanese independence, according to media reports.

The backlash was directed at McDonald’s China, which, incidentally, is run by an entirely different company from McDonald’s Taiwan.

It resulted in an apology on the social network Weibo in which McDonald’s China reportedly said: “We regret about the ad which had stirred up such an unnecessary misunderstanding. We always hold a solid “one China” stance and we are determined to continue to support China’s sovereignty and territorial integrity.”

McDonald’s China also stated the ad had been withdrawn.

And while the entire campaign and not just the offending ad no longer appears to be a part of the McDonald’s official YouTube channel, the ad can still quite easily be found on the video sharing site.

Mumbrella has reached out to Leo Burnett Taiwan for a statement on the campaign.


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