In Australia, McDonald's launched an unprecedented, multi-million dollar advertising and PR campaign to counter the release of the US documentary "Super Size Me [3]," which follows filmmaker Morgan Spurlock on a month long McDonald's binge. Until recently, the fast-food giant chose to ignore the hit movie. But McDonald's now fears for its reputation.
Its advertisements feature McDonald's Australia [4] chief Guy Russo, saying Spurlock's 30-day McDonald's diet is "stupid."