Chasing cool and failing

There's nowt so queer as advertising folk who try to use "hot" catchphrases without really knowing what they mean - or at least without thinking of the implications... such as McDonald's using "I'd hit it" in their new American ad campaign. Lovin' it is one thing, actually hitting it might me taking it a step too far.

Maybe they were inspired by the lyrics of the Detroit Grand Pu-Bahs' "Sandwiches" ("You can be the bun / And I can be the burger, girl / I know you wanna do it / We can make sandwiches").

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