McDonald's channels Apple and Jony Ive in announcing its new high-tech drinking straw
When it comes to self-promoting its new products, Apple has the whole process down to a science. One of the most parodied bits is the new product video introduction narrated by the unmistakable voice and accent belonging to Apple Design Chief Jony Ive. Fast-food joint McDonald's borrowed liberally from Apple's formula yesterday when it released a new product video for its just announced high-tech STRAW (Suction Tube for Reverse Axial Withdrawal) and its new Shamrock Shakes.
The video is narrated by Jeffrey Roy whose official title in the clip is "person with British accent." But this is more than just copying the way Ive speaks. It is also about the words he uses and his phrasing that elevates even the most simple task into an action of utmost importance. Take the new Chocolate Shamrock Shake created for next month's St. Patrick's Day holiday. It offers a "dual-layer design" as it combines a chocolate shake and a mint flavored shake into a single portable drinking vessel.
In order to make sure that those drinking the new shakes can taste the product in the proper flavor mix, McDonald's came up with this new STRAW while collaborating with aerospace engineers. The coup de grace? With his best Ive imitation, the narrator says the one word that completes the Apple-esque promotion. Speaking about the new shakes and the new straw, the faux Ive calls the new products "magical."
If imitation is the sincerest form of flattery, Apple and Jony Ive should be feeling quite flattered right about now. Check out McDonald's promo video, which you can find at the top of this story.