But it Went Viral, Right?

10:43 AM. McDonald’s corporate headquarters.

Video director: “And…action!”

McDonald’s CEO: “Chris K here, with, you’ve heard about it, here it is. The Big Arch.”

Marketer 1: (whispers to herself) “Okay, Chris. You’ve got this. It’s just a couple of bites. You can do it.”

Marketer 2: (whispers to Marketer 1) “He’ll be fine. He says he eats McDonald’s all the time.”

McDonald’s CEO: “This is something that we’ve tested already…”

Marketer 1: (gasping inaudibly) “Wait, what? Did he just say ‘we’ve tested it’?”

Marketer 2: “Shhhh!”

McDonald’s CEO: “I love this product.”

Marketer 1: (under her breath) “Oh nooooo. No no no no nooooo.”

Marketer 2: (whispers to Marketer 1) “It’ll be fine, we’ll just edit it out in post.”

McDonald’s CEO: “I’m going to eat this for my lunch, just so you know.”

65 excruciating seconds later…

Marketer 1: (whispering to Marketer 2) “So, are you going to tell him?”

Marketer 2: “Not a chance.”

And…scene.

Great marketing is about honesty.

Honesty with our audience, prospects, and customers about our products and services.

Honesty with ourselves about how we really feel about our audience, prospects, and customers, as well as about our products and services.

And honesty with our bosses/clients when the marketing strategy, message, or execution misses the mark.

Even when it might not go over well. That’s the job.