doesn’t look ediblle i got the concept.

Yikes, I get it now but at first glance it looks like a decaying, blackened, mold-covered hamburger. I get the burger connotation, but I’m not quite sure I could get that taste out of my mouth…

it looks like very old humburger…the first impression is disgusting.

I agree with everyone else. At first glance it looks like a petrified hamburger. I’m not even honestly sure that I get the concept. Is it a potato?

It’s too smart by half, that’s what it is (and a coffee bean on its edge, I think…).

“I know, we’ll advertise McDs café by being very witty and show a hamburger-ish coffee bean!” Not. It’s completely back-asswards and does nothing positive for the brand. Half the viewers will see it as some sort of cow patty… and relate it to McDs beef that way: crappy coffee?

Instead, how about showing a really well shot cup of espresso in a real cup as a way of advertising their “restaurants”? Nah, that would be too easy…

My first impression was actually… a coffee bean.

Then I looked a little longer, and saw a hamburger, and wasn’t sure why.

It just makes me want coffee.

I don’t think it looks gross or anything… but it doesn’t make me want to buy their food – just their coffee. But hey, I might be biased. I’m addicted to caffeine.

At first I thought it was an add to discorage you from eating at Mc Donalds. I had to laugh when I founfd out it was a coffe bean

I thought that it was an ad making fun of McDonalds.

Yeap, straight away u can tell its a coffee bean, plus if u see the Mc Cafe logo it makes it even clearer.

They wanted to combine the burger and coffee services they provide as “the one place to go to have ur burger and cuppa”

I particularly think the bean looks alright but burger wise,,, it looks old and bad

I love ideas that give pause and let the user make the connection, but I can’t say this one worked for me.

It took me took long to get that it was a coffee bean, and like others here I first saw an old, disgusting burger or even a potato.

Maybe some context would have helped, like out of focus pile of smaller beans in the background or a coffee grinder, etc. I even this the lighting setup could have helped.

Nice Idea

I thought it was one of those anti mcdonalds ads!! I didn’t click that it was a coffee bean until I read the comments. Although I’m not a McDonalds fan I really like their McCafes, cheap and good but not sure if this ad is gonna work in their favour.

AND I thought it was a “Whoopie Pie(s) with Chocolate frosting!!!!!! LOL

http://en.wikipedia.org/wiki/Whoopie_pies