While the Ad World has been busy dragging American Eagle for its “Make America euGenics Again” with Sydney Sweeney, McDonald’s was dishing out its own cultural cringe wrapped in meme paper and blackface.
Steve Stoute and Translation have brought the heat before, but the “Unc” campaign feels like it was coded by a tone-deaf bot that assumes “Black” equals “clownish uncle.” They promised to “deepen cultural connection,” yet delivered a buffet of tired tropes: featuring Hassan “Iniko” Johnson acting so over-the-top it feels like a parody written by Peter Thiel and performing the stereotypical “What’s Black about it” bullet points.
The new spots, You Heard and A Trusted Source are laced with…
- Shuck-and-jive uncle: Our culture isn’t a punchline, sir.
- Dusty nostalgia flex: A twenty-year-old Wire cameo is less homage, more head-scratch.
- Strategy skinnier than a dollar-menu pickle: “People like funny uncles”? That’s not insight, it’s insult.
I Speak From Experience My DDB internship kicked off right as Bob Merlotti’s “Did Somebody Say, McDonald’s?” anthem blasted across the airwaves, hot on the heels of Calvin getting a job and kids double-dutching to “Two all-beef patties, special sauce, lettuce, cheese.” A few years later, I had my first spot Doctor, Doctor produced at Leo Burnett.
Those campaigns didn’t just sell burgers, they saw us, celebrated us, and let Black culture shine by co-writing the script, not narrating from the sidelines. Sure, the Golden Arches lost their shine in the 2010s and 2020s, but so did the creative work coming from those shops.
Having pitched for McDonald’s on both fronts (General Market and MultiCultural), I’ve seen how respect and top brass championing daring work are in short supply. So, now, the sprint back to Manhattan with this latest buffoonery? Yeah, that’s super sus.
Translation: Time’s Up
To Desiree Stark, Chaucer Barnes, Jason Campbell, Sandi Preston, Joel Rodriguez and especially Steve Stoute …
I caught an old Aaron McGruder clip (Time’s Up), in which he warned that Black America’s moral currency was spent. Today, that warning echoes louder than any spot. If you’re going to “translate” a culture, do us the courtesy of collaboration, not caricature.
Until then, consider this your polite eviction notice: stop making our uncles the butt of the joke and start honoring the culture you claim to serve. The attack on DEI, aka Black and Brown people. The attack on Civil Rights. The attack on our presence and how AI depicts us.
How we show up is more important than ever. Whether it is a :30 spot, a sporting event, or a political showdown – we can’t afford to be sucking and jiving. There’s too much on the line.
Fresh For The People
McDonald’s needs an agency that sees beyond siloed segments. We don’t live in a world of one-note stereotypes, and TV alone won’t unite us. Here’s the new playbook:
One voice, Many Stories
Develop a unifying brand voice that resonates across Subcultures—celebrate the whole tapestry, not just the “funny uncle” slice. Build a brand cadence that celebrates every thread of culture and lifestyle—from block parties in Brooklyn to book clubs in Birmingham.
Flip the Influence
Ditch the hand-picked cookie-cutter “talent.” Enlist the cultural architects. Underground nano-influencers and creators alike. Let them do them: co-write, co-produce, and own the narrative. Success writes itself:
- Wendy’s #NuggsForCarter (2017): A teen’s Twitter plea sparked a 3.4 million-retweet bonanza, cementing Wendy’s as Gen Z’s real-time roast champion.
- Popeyes Chicken Sandwich (2019): By leaning into Black Twitter’s buzz and playful jabs at Chick-fil-A, Popeyes sold out nationwide, drove a 300 percent traffic spike, and scored ~$23 million in free publicity—no TV required.
- Burger King Whopper Detour (2018): Geo-fencing McDonald’s locations unlocked a one-cent Whopper via app, delivering 1.5 million downloads, 3.3 billion impressions, and a 27:1 ROI in nine days.
Delicious Impact
Launch pop-ups, block-takeovers, and IRL “Unc” activations where people can taste, play, and share their own stories, versus just watching a spot.
Why It Works
By fusing authentic influencers, immersive experiences, and an inclusive brand voice, McDonald’s can transform from “tone-deaf” to “culture-chef,” serving up moments everyone can taste, tweet, and talk about. Stop thinking like it’s the 1900s—let’s elevate to 3000.
Hailing from Chicago’s South Side, Pardé Bridgett is an award-winning ad writer, culture curator, and creative strategist.
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