Lately I've been catching up on some TV on hulu, which means I'm watching a different set of ads then I normally see while watching regular primetime tv. Have you noticed McDonald's new approach? Clearly geared toward a younger demo, they seem to be attaching personality types to specific foods, for example someone who loves the Bacon Habanero Ranch Quarter Pounder is "daring" and "cool" and wears hoodies and rides bikes.
Take a look at a couple of the spots, what do you think, will this really appeal to the daring hoodie wearer? Or at least to a younger crowd? One thing that is 100% working is the web application of the concept which is wicked cool, check it out by going to the quarter pounder page on their site and scrolling down. (The phone application is nice too!)