If there’s one thing I truly do not understand, it’s when clients and even other creatives reject an ad because it is, in their words, “negative.” And I’m not talking about lines like “You’re an idiot if you don’t buy our made-in-China plastic wonder widget.” I mean ads that simply use words like “can’t,” “shouldn’t,” “won’t” or even “never.” As in, “You’ve never seen something this frickin’ awesome!” Yes, that’s too negative. It’s a hideous line, too, but that’s a separate issue.

So, imagine my excitement when I saw the new outdoor campaign McDonald’s is running for their espresso drinks. Did I mention they’re running them in Seattle, corporate home of Starbucks?

I haven’t been able to track down all of the boards, but if they’re all in the vein of the one I’ve posted here (that reads “Four bucks is dumb” for those of you still using text-based browsers on VT-220 terminal), then this is good news for those of us who don’t line a little barbed honesty with our advertising. And it beats the heck out McDonald’s usual stuff of late.