• Ad Age, Monday, August 3, 2009 10:33 AM

Creative breaking today for McDonald's new, 1/3-pound Angus burger attempts to create an "edgy" personality for the product, Emily Bryson York reports. The burger, which comes with a sweet-tasting bun and a choice of toppings including bacon and cheese; mushroom and Swiss (or the familiar lettuce, tomato, onion, pickle and mayo), presents a challenge as to how to attack it, according to Bill Cimino, group creative director, DDB Chicago.

"You look for the best point of entry, how to start this thing," Cimino says. Hence, a custom-made helmet camera shows commercial viewers how other consumers have successfully navigated the dilemma. As for the edgy part, there are "rules to live by" such as "your sleeve is not a napkin."

McDonald's president-COO Ralph Alvarez admits it's not the best time to launch a premium product, Bryson-York reports, but says that "customers love the product" and it reportedly has been selling briskly in the Chicago market despite -- or maybe because of -- 750 calories and 39 grams of fat.

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