McDonald's and Stormzy: are we lovin' it?

Right now, ‘culture’ is the ultimate buzzword in PR and advertising, and every brand wants a piece of it.

When it’s done right, like Pepsi’s Corner Shop idea, it feels fresh, authentic, and actually connects. But let’s be real: not every brand gets it right.

Take McDonald’s collab with Stormzy.

To me, it feels off. There’s no real synergy between the two, and it comes across like McDonald’s is just using Stormzy’s influence to tap into a certain crowd. 

It doesn’t feel organic, and that’s where it falls flat.

When brands try to force cultural alignment without genuine connection, audiences can see through it. Authenticity comes from a deep understanding of both the brand’s own identity and the culture it wants to engage with. Simply attaching a big name to a campaign isn’t enough—brands need to ensure their partnerships make sense and add real value to the communities they’re trying to reach. Otherwise, these efforts risk feeling exploitive rather than impactful.

But what do readers think? Did the latest ad miss the McMark, or whip up a Stormzy?

Image credits: McDonald's and Pepsi campaign films.