上海
為了給自家新品“大拱門漢堡”（Big Arch）撐場(chǎng)子，麥當(dāng)勞全球CEO克里斯·坎普欽斯基（Chris Kempczinski ）決定親自披掛上陣，上演一場(chǎng)霸總吃播。
誰(shuí)能想到，這本該是“總裁直銷”的高光時(shí)刻，硬生生被他演成了大型反向帶貨現(xiàn)場(chǎng)，成為了麥門最大的叛徒！
點(diǎn)擊下方視頻看CEO試吃漢堡
視頻里的他拿著漢堡，表情寫滿了“我在努力”，結(jié)果低頭一看——好家伙，只是輕輕咬了一小口，網(wǎng)友們調(diào)侃：好險(xiǎn)，差點(diǎn)就咬到肉餅了......
整個(gè)吃播中，CEO還一直把漢堡稱作“product（產(chǎn)品）”，高高在上的精英式疏離，成功把自己變成了全網(wǎng)笑料，甚至一路火到了各大外刊的頭版頭條。
brouhaha，這個(gè)單詞看起來很有趣哦，讀音超萌： /?bru?hɑ?hɑ?/。
形容一種由于某件（通常并不那么重要的）小事而引發(fā)的過度反應(yīng)、激烈的爭(zhēng)論或混亂的場(chǎng)面。在這篇文章中，麥當(dāng)勞 CEO 只咬了一小口（little nibble）漢堡，卻引發(fā)了全網(wǎng)的嘲笑和友商的圍攻，這就叫一場(chǎng)“Big Brouhaha”（大風(fēng)波）。
The food fight started last month, when McDonald's CEO Chris Kempczinski posted a video of himself eating the fast-food giant's new Big Arch burger on social media. The video was to promote the new product, which was released on Tuesday.
這場(chǎng)“美食大戰(zhàn)”始于上個(gè)月。當(dāng)時(shí)，麥當(dāng)勞首席執(zhí)行官克里斯·坎普欽斯基在社交媒體上發(fā)布了一段視頻，鏡頭里的他正在品嘗公司新推出的“大拱門”漢堡。這段視頻旨在為本周二正式上市的新品預(yù)熱。
"That’s a big bite for a big arch!” Kempczinski said, holding up the burger with a negligible bite mark.
“‘大拱門’確實(shí)得大口咬！”坎普欽斯基對(duì)著鏡頭說道。話雖如此，他手里舉著的那個(gè)漢堡上，卻只有一個(gè)幾乎可以忽略不計(jì)的淺淺牙印。
#網(wǎng)友吐槽
The video went viral for the apparent discrepancy. Social media users also started questioning if Kempczinski finished the burger for lunch as he said he would in the video.
這段視頻因其強(qiáng)烈的違和感在網(wǎng)上迅速走紅。網(wǎng)友們紛紛開啟“質(zhì)疑模式”，懷疑肯普欽斯基是否真的像他在視頻里承諾的那樣，把那個(gè)漢堡當(dāng)午飯吃光了。
'This almost feelsdystopian. He’s acting like he’s afraid of it. And just to call it a 'product,'" one user wrote. "It just feels incredibly alien, makes mesecond-guesseating McDonald’s."
一位用戶評(píng)價(jià)道：“這畫面甚至讓人感到一種荒誕的壓抑感。他表現(xiàn)得就像在害怕那個(gè)漢堡一樣，還管它叫什么‘產(chǎn)品’。這種感覺太詭異、太有距離感了，看得我甚至開始反思以后還要不要吃麥當(dāng)勞。”
"I 'promise' I will be finishing this for lunch!! I 'swear'!!!" another wrote.
另一位網(wǎng)友則開啟了陰陽(yáng)怪氣模式：“我‘保證’絕對(duì)會(huì)把它當(dāng)午飯吃光！！我‘發(fā)誓’！！！”
#同行補(bǔ)刀
Then on Tuesday, the day the Big Arch was released, Burger King posted a video of its president, Tom Curtis, eating its signature Whopper cheeseburger on Instagram.
緊接著在周二——也就是麥當(dāng)勞“大拱門”正式上市當(dāng)天，漢堡王在 Instagram 上發(fā)布了一段視頻，畫面中其總裁湯姆·庫(kù)蒂斯正大口地吃著自家的招牌“皇堡”。
"Thought we’d replay this," Burger King wrote in the caption."We can confirm that this video was not created in reaction to anything," a Burger King spokesperson said in a statement to NBC News on Wednesday. "While the timing may seem quick, the video was part of ongoing efforts to spotlight the recently elevated Whopper and Tom’s direct engagement with Guests."
漢堡王在配文中意味深長(zhǎng)地寫道：“覺得有必要帶大家重溫一下這段畫面。”周三，漢堡王發(fā)言人在給 NBC 新聞的一份聲明中表示：“我們可以確認(rèn)，這段視頻并非針對(duì)任何特定事件。雖然發(fā)布時(shí)機(jī)看起來很巧，但該視頻其實(shí)是我們近期一系列推廣計(jì)劃的一部分，旨在突出升級(jí)后的皇堡，并展示湯姆與顧客的直接互動(dòng)。”
"We believe leadership should genuinely enjoy and stand behind the food we serve, and it was important for him to experience the Whopper the same way our Guests do as we continue building momentum around our menu updates," the spokesperson continued.
該發(fā)言人補(bǔ)充道：“我們始終認(rèn)為，領(lǐng)導(dǎo)層應(yīng)當(dāng)真心喜愛并支持自家的產(chǎn)品。隨著我們持續(xù)推進(jìn)菜單升級(jí)，讓總裁像普通顧客一樣親自體驗(yàn)皇堡的美味，對(duì)我們來說至關(guān)重要。”
On Wednesday, competitor Wendy’s appeared to weigh in on the spat. On LinkedIn, Wendy’s posted a video of its U.S. president digging into one of their burgers.
周三，競(jìng)爭(zhēng)對(duì)手溫蒂漢堡似乎也加入了這場(chǎng)“口水戰(zhàn)”。他們?cè)?LinkedIn 上發(fā)布了一段視頻，畫面中其美國(guó)區(qū)總裁正大口啃著自家的漢堡，吃得津津有味。
“Lots of chatter this week about burgers,” a caption for the video reads. “Thought we’d remind everyone what fresh, never frozen tastes like.”
視頻配文寫道：“這周關(guān)于漢堡的討論挺熱鬧啊。我們覺得有必要提醒一下各位，‘新鮮、拒絕冷凍’到底是個(gè)什么滋味。”
Wendy's then reposted the video on X with the comment: "This is what it looks like when you don’t have to pretend to like your 'product.'”
隨后，溫蒂漢堡又在 X（原推特）上轉(zhuǎn)發(fā)了這段視頻，并附上了一句扎心的評(píng)論：“如果你是真的愛吃自家‘產(chǎn)品’，而不是在這兒演戲，那畫面應(yīng)該是這樣的。”
一方有難，八方倒油。面對(duì)全網(wǎng)群嘲，麥當(dāng)勞也開始擺爛了，發(fā)了一張新品漢堡圖，并配文：
嘗嘗我們的新“產(chǎn)品”吧，真不敢相信竟然通過審核了。
不知道麥當(dāng)勞CEO下次還做吃播嗎，到時(shí)候估計(jì)內(nèi)心OS：死嘴，快吃......
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