Hasta La Creative!

Lately there’s been signage all over my neighborhood McDonald’s for the newish Bacon Clubhouse burger that includes this copy in giant type: “Artisan is how this club rolls.”

Listen, if the most mainstream, mass-market purveyor of fast food in the universe thinks it can get away with saying that the bread in its new artery-clogger (720 calories! 40 grams of fat!) is an “artisan” roll, it’s obvious that the word artisan has officially been drained of the last bits of aura and snob appeal it theoretically once had.

That said, it’s probably unfair to single out McDonald’s, because long before the chain’s marketing department got its greasy fingers on it, artisan had pretty much been beaten into submissive meaninglessness by overuse.

Continue reading at AdAge.com