McDonald's New 'Signs' Ad Was Supposed to Be Heartfelt, but It's Backfiring

McDonald’s released an ad over the weekend that was met with mixed reactions. The video, titled Signs, featured pretty much what you’d expect: a bunch of signs. What the signs said, however, became the topic of debate over the last few days.

Airing during the Golden Globes and the NFL playoffs, the commercial was immediately met with mixed reviews throughout Twitter.

Set to a children’s cover of Carry On by Fun., the video showcased many McDonald’s displays. Each photo, taken around the United States, featured an inspirational message. While some signs simply thanked veterans for serving in the military, others made note of tragedies like 9/11 and the Boston Marathon bombing.

While some were moved by the ad, others seemed to think it was an incredible tacky move.

Thank you so much McDonald’s for providing us with the perfect medium to convey messages of hope. Your signs are truly a beacon of freedom.
— nate (@nwaldron4) January 11, 2015

This McDonald’s commercial of their tragic signs is disgusting. More than usual. #Ivegotasignforyou
— Kerri MacDonald (@kerrimacd) January 12, 2015

A few, on the other hand, were a bit more apathetic about the ad altogether.

.@McDonalds why doesn’t your commercial with all the signs have one that says MCRIB IS BACK, the only sign anyone cares about?
— Jesse Spector (@jessespector) January 11, 2015

As of now, the bar on the video’s YouTube page sits at a 50:50 Like/Hate ratio.