Sino the Times

Posted by Adam Kuban, September 22, 2006 at 1:00 AM

From yesterday's Wall Street Journal:

Beef, grown domestically, costs more than other meats in China, and consumers here consider it a luxury good. McDonald's is playing on its upscale image, as well as on traditional Chinese views that eating beef boosts energy and heightens sex appeal. The word "beef" in Chinese has connotations of manliness, strength and skill.

The burger chain's TV commercials are even racier than the print ads. In one spot, a man and a woman eat Quarter Pounders, and close-up shots of the woman's neck and mouth are interspersed with images of fireworks and spraying water. The actors suck their fingers. The voice-over says: "You can feel it. Thicker. You can taste it. Juicier."

Sex, Skin, Fireworks, Licked Fingers -- It's a Quarter Pounder Ad in China [Wall Street Journal; via Gawker]

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Tags: Adam, advertising, chain burgers, China, countries, McDonald's, Non-U.S.