We're lovin' it

Using the guise of the McCafe brand, McDonald's has broken away from their traditional ad look for their new fruit smoothies and the results have been visually astounding. It seems they are finding their mojo in terms of having appropriately different looks and raising or lowering the creative effort depending on the perceived value of the product their pushing, much like a carmaker does with different models.

After all, the smoothie audience probably isn't going for the Double Quarter Pounder. And vice-versa.