Advertising Age (4/7, Brodesser-Akner) reported, “The words ‘double cheeseburger’ and ‘haute couture’ don’t often get uttered in the same breath, but high fashion and high cholesterol are making for interesting bedfellows online, thanks to McDonald’s and MySpace TV.” The piece continued, “When MySpace TV started airing the celebrity fashion show ‘Who What Wear’ early in December 2007, it was bereft of corporate sponsors. Created by Katherine Power, the former West Coast editor of Elle, and Hillary Kerr, a former lifestyle editor at the magazine, the show, like its companion website, focused on how to access high-style runway fashions and the latest Hollywood threads, and all without the celebrity snark that’s made TMZ.com and Perez Hilton guilty sensations. … But the two would prefer if you ordered something from McDonald’s Dollar Menu — maybe a side salad or a double cheeseburger? That’s because the fast feeder has just started sponsoring their web show, advertising its value-menu selections at the start and finish, and sponsoring a special bonus video segment called ‘Ask a Stylist’ that’s specifically identified as ‘brought to you by McDonald’s.’ And as Ms. Power and Ms. Kerr have discovered, stylishness without churlishness or salaciousness is proving downright appetizing to advertisers.”
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