mighty MOS
The 'I'm Asian, I'm Cool--"I'm Lovin' It"' campaign on the part of MacDonald's (mentioned by Ray, below) is thoroughly brutalizing Southeast Asia at the moment. It's a total media blitzkrieg, marked by an unbearable rap-jingle, in a sort of Hongkie "Mentos" voiceover, about being eccentric and expressing yourself.
The overkill is due to the stiff fast food competition in Asia. MacDonald's does quite well, but there are always severe risks posed by KFC and the amazing
MOS Burger. "MOS", which stands for Mountain-Ocean-Sun, is a famous Japanese burger chain which can give any of the American boys a run for it's money. MOS Burger's
menu offers traditional and Asian burgers--including eel and teriyaki--in buns or rice-balls. The whole setting is crisp and courteous, with older staff and simple uniforms designed such that each franchise may express values "as high and noble as a mountain; a heart as deep and wide as the oceans; affection as warm as the sun."
In related MOS news, rapper Mos Def has signed on to play Ford Prefect in the upcoming Hollywood remake of The Hitchiker's Guide To The Galaxy. Which is completely unrelated, but mighty cool nontheless.
* joshua, 5/13/2004 11:21:58 PM
