I can't seem to decide if this is brilliant or just plain ol' vanilla bland. Don't get me wrong, I have much respect for DDB, who is a part of the largest advertising/PR conglomerate in the world. I also love vanilla ice cream.
Here's the dilemma, the ads work in drawing in attention, using alternate space, and in selling the product. However, it does nothing really for the branding of the product. While McDonald's already have a strong brand, this campaign does nothing to further it, or even reconfirm it. As such, the ad seems to fall flat. Half the response and comments towards this ad is a simple "I don't get it" or "Is that it?". Because McDonald's has such a strong personality and their brand is instilled into the very core of people's logospace, they expect more from it and from its ads.
I cannot help but think that this campaign would have been better if it was saved for something like, I don't know, a rock concert.