I’m really on the fence about this Swedish ad for McDonald’s coffee. On one hand, I love to see this guy popping out of his own beard. On the other, I have a general distaste for all things McDonald’s.

Is McD’s mocking the beard here or are they pro beard?
Are they exploiting the counter-culture aspect of the beard to make their product stand out?
Is it just good clean fun?

I guess my overall reaction is positive since I generally love weirdness. If this commercial had been for a small company I might feel better about it… maybe really enjoy it. I’m just not sure I can comfortably let McDonald’s use the coolness of the beard for their profits.

What do you think?