The backlash against Morgan Spurlock and his McD-slamming movie has begun, and I knew it would. He was the creator and star of an internet-based TV show, later picked up by MTV called
I Bet You Will essentially
Jackass-meets-
Let's Make A Deal. Three years ago, when I was producing mornings on KKND-FM, we booked Spurlock on the show after he made the transition from the fringe to basic cable (not much of a crossover, really). His antics were little more than the typical Morning Zoo lowbrow bathroom humor, which naturally meshed with the type of show we were troweling out. There was nothing substantive about anything he was doing back then, and when I heard about his movie being embraced as an expose I knew something was up.
So did Maria Bartiromo who nailed Spurlock to the wall (she must have stock in the golden arches.) Dig this illuminating exchange:
BARTIROMO: What about this woman--she's a competitor, actually, of yours--Soso Wiley.
Mr. SPURLOCK: Yeah.
BARTIROMO: OK. She's also doing a film. She ate McDonald's just the way you did.
Mr. SPURLOCK: Sure. Yeah.
BARTIROMO: Only McDonald's.
Mr. SPURLOCK: How great is that?
BARTIROMO: And sh--she lost 10 pounds.
BAM! Here's another one:
BARTIROMO: Let--let's talk about your e-mail. We have a part of it here.
Mr. SPURLOCK: Sure.
BARTIROMO: 'I am amazed at the work currently being done by McDonald's...'
Mr. SPURLOCK: Sure. Yeah.
BARTIROMO: '...in conjunction with their franchisees to create and deliver healthy alternatives to their consumers.'
Mr. SPURLOCK: Sure.
BARTIROMO: 'I believe your involvement will show what most people are witnessing: that McDonald's is committed to the healthy future of America.'
Mr. SPURLOCK: Yeah.
BARTIROMO: Did you--you wrote that?
Mr. SPURLOCK: Of course--of course I wrote that. And, look, wh--what did I just say to you? I picked McDonald's because they're the leader. They're the industry leader. They came out with salads. They're coming out with healthier options. Once again, these things are still window dressing around a bigger problem. You know, they're--they're still not educating their consumers. They are re--releasing healthier options. One--on--one of the things they love to tout is how many salads they sold last year. Last year McDonald's sold 150 million salads. People--people who come to McDonald's make smart choices. They care about their health. A hundred and fifty million salads sounds great when you hear the number, until you start to think about McDonald's feeds 46 million people a day; 17 billion people a year. That means not even 1 percent--not even one out of 100 people who go to McDonald's buys a salad, because that's not why we go there. We don't go there for salads. We go there for the stuff we like: for the burgers, the shakes, the french fries.
So how do you help educate your consumers to make healthy choices? You see, that's where the slippery slope lies for a company like McDonald's, 'cause to start educating them to make healthier choices, you really stand to affect the profitability of your company, and that's a...
BARTIROMO: But you...
Mr. SPURLOCK: ...that's--and that's--that's--that's a tough road to tow.
BARTIROMO: Were you in a different frame of mind when you wrote that e-mail? Did change your mind after going through the process?
Mr. SPURLOCK: I mean, there's nothing in that e-mail that's different from what I'm telling you right now.
Double whammy!
Spurlock is allowing himself to be used as a tool for the anti-McDonald's coalition, which includes the junk scientists and the trial lawyers. Once again, this bunch is cloaking themselves in "helping the little man". What about those little people who eat at McDonald's and are as fit as a fiddle? They wouldn't need anybody looking after them. What about those little people who invest in McDonald's...shouldn't they not have to worry about an invented media phenomenon devaluing stock in which they have invested their life savings? What about the small business owner who has a fast food franchise? Nobody asked him what kind of effect this would have on his livlihood and his family's future.
Morgan Spurlock is Michael Moore part deux.