McDonald's is challenging people not to get distracted by a Big Mac in a digital campaign to accompany its current TV spots
in which professionals find the burger hijacks their thoughts. The work, by Razorfish, kicks off with this viral video of a hidden camera prank, in which unsuspecting people are asked to take a photograph of a couple. While a poster of a Big Mac is carried past them, the girlfriend of the couple changes places with another girl, and they appear not to notice. Viewers can click through to an interactive website
in which Big Mac challenges you to a series of mind games -- to see whether you, too, are distracted by the product.