It's been a good long while since McDonald's released an advert that genuinely went viral, but this incredibly frank and rather revealing behind-the-scenes look at how the fast food giant makes their grub look good may well be it.
Created by McDonald's Canada as a part of their 'Our Foods, Your Questions' campaign, it sees Director Of Marketing Hope Bagozzi pick up a regular burger from a regular McDonald's store and take it to a special photoshoot to compare and contrast the real deal with the plumped-up perfection.
It turns out - would you believe it - that though the photographers use the same base products, they cook everything carefully and slowly, adding each ingredient in just the right way so that the camera can pick up everything they want to show off, be it pickles, cheese, ketchup or whatever.
There's also a moment in the Photoshop booth where Bagozzi justifies the image enhancement that is part and parcel with this sort of advertising, which may well make your jaw drop with its unadulterated frankness.
It really is an extraordinary commercial - but not as extraordinary as these totally bonkers McDonald's adverts from all over the world...