McD's refutes film in U.K. ads

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[London] McDonald's has gone on the defensive ahead of the launch of the documentary "Super Size Me" in the U.K., taking out full-page newspaper ads discussing the film.

The ads, headlined "If you haven't seen the film `Super Size Me,' here's what you're missing," have appeared in the film-review sections of six newspapers to coincide with filmmaker Morgan Spurlock's appearance at the annual Edinburgh film festival. The copy describes it as "slick and well-made," and says McDonald's actually agrees with the "core argument" of the film-"if you eat too much and do too little, it's bad for you." However, it continues: "What we don't agree with is the idea that eating at McDonald's is bad for you." The ad highlights some of McDonald's healthier menu items such as Grilled Chicken Salad and Fruit Bags. A spokeswoman for McDonald's said it ran the ads, created by Publicis Groupe's Leo Burnett London, to ensure there was a "balanced debate" about the film. "Super Size Me" distributor Tartan Films has retaliated by running identical-looking ads in newspapers promoting the film. The film opens in the U.K. on Sept. 10.

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