Pickled gherkins have made an appearance at McDonald's burgers since the chain started flipping burgers, but it's a divisive ingredient – whilst for some gherkins are a delicious part of the McDonald's experience, for others they are an unwelcome addition.
That's what McDonald's plays on in this quirky print ad developed by DDB Stockholm.
The ad, which reads like the opening chapter of an epic novel, is titled "I realised early on that I was different" and charts the life journey of the humble gherkin - which, with many hating its taste, has had to overcome adversity to become the "companion" of "celebrities" like the Big Mac.
Brand: McDonald's
Agency: DDB Stockholm
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