McDonald's Single-Subject Cookbook Hamburger Ad

Here's an advertisement by DDB in Budapest, Hungary for McDonald's The M Burger — in France it is known as Le M Burger — it's a premium sandwich that uses ciabatta bread and what appears to be real bacon (see pics here and here). Built out of single-subject cookbooks, the ad charmingly suggests that expert knowledge went into the making of the hamburger. Well, that, or it tastes like paper. Maybe both!

· McDonald's: The M [Ads of the World]
· All Advertising Coverage on Eater [-E-]