McDonald's and Burger King are two of the world's biggest fast-food giants, and that creates some rivalry. The so-called 'burger wars' began back in the 1970s when Burger King started mocking the size of McDonald's hamburgers, and the bouts have continued since then. But the digs have mainly been one way. McDonald's has generally shrugged off targeted ads, and it's remained the bigger brand.
On the face of it McDonald's and Burger King aren't hugely different propositions. Fast fatty, salty and sugary food that's conveniently ubiquitous. But while Burger King has won awards for attention-grabbing campaigns, McDonald's still stands out as the more assured brand with the clearer identity. So what is it that makes McDonald's ads so almost flawlessly brilliant? I think it boils down to these six factors (See our pick of the boldest McDonald's ads for more examples).
