上海
为了给自家新品“大拱门汉堡”（Big Arch）撑场子，麦当劳全球CEO克里斯·坎普钦斯基（Chris Kempczinski ）决定亲自披挂上阵，上演一场霸总吃播。
谁能想到，这本该是“总裁直销”的高光时刻，硬生生被他演成了大型反向带货现场，成为了麦门最大的叛徒！
点击下方视频看CEO试吃汉堡
视频里的他拿着汉堡，表情写满了“我在努力”，结果低头一看——好家伙，只是轻轻咬了一小口，网友们调侃：好险，差点就咬到肉饼了......
整个吃播中，CEO还一直把汉堡称作“product（产品）”，高高在上的精英式疏离，成功把自己变成了全网笑料，甚至一路火到了各大外刊的头版头条。
brouhaha，这个单词看起来很有趣哦，读音超萌： /ˈbruːhɑːhɑː/。
形容一种由于某件（通常并不那么重要的）小事而引发的过度反应、激烈的争论或混乱的场面。在这篇文章中，麦当劳 CEO 只咬了一小口（little nibble）汉堡，却引发了全网的嘲笑和友商的围攻，这就叫一场“Big Brouhaha”（大风波）。
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.
这场“美食大战”始于上个月。当时，麦当劳首席执行官克里斯·坎普钦斯基在社交媒体上发布了一段视频，镜头里的他正在品尝公司新推出的“大拱门”汉堡。这段视频旨在为本周二正式上市的新品预热。
"That’s a big bite for a big arch!” Kempczinski said, holding up the burger with a negligible bite mark.
“‘大拱门’确实得大口咬！”坎普钦斯基对着镜头说道。话虽如此，他手里举着的那个汉堡上，却只有一个几乎可以忽略不计的浅浅牙印。
#网友吐槽
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.
这段视频因其强烈的违和感在网上迅速走红。网友们纷纷开启“质疑模式”，怀疑肯普钦斯基是否真的像他在视频里承诺的那样，把那个汉堡当午饭吃光了。
'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."
一位用户评价道：“这画面甚至让人感到一种荒诞的压抑感。他表现得就像在害怕那个汉堡一样，还管它叫什么‘产品’。这种感觉太诡异、太有距离感了，看得我甚至开始反思以后还要不要吃麦当劳。”
"I 'promise' I will be finishing this for lunch!! I 'swear'!!!" another wrote.
另一位网友则开启了阴阳怪气模式：“我‘保证’绝对会把它当午饭吃光！！我‘发誓’！！！”
#同行补刀
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.
紧接着在周二——也就是麦当劳“大拱门”正式上市当天，汉堡王在 Instagram 上发布了一段视频，画面中其总裁汤姆·库蒂斯正大口地吃着自家的招牌“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."
汉堡王在配文中意味深长地写道：“觉得有必要带大家重温一下这段画面。”周三，汉堡王发言人在给 NBC 新闻的一份声明中表示：“我们可以确认，这段视频并非针对任何特定事件。虽然发布时机看起来很巧，但该视频其实是我们近期一系列推广计划的一部分，旨在突出升级后的皇堡，并展示汤姆与顾客的直接互动。”
"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.
该发言人补充道：“我们始终认为，领导层应当真心喜爱并支持自家的产品。随着我们持续推进菜单升级，让总裁像普通顾客一样亲自体验皇堡的美味，对我们来说至关重要。”
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，竞争对手温蒂汉堡似乎也加入了这场“口水战”。他们在 LinkedIn 上发布了一段视频，画面中其美国区总裁正大口啃着自家的汉堡，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.”
视频配文写道：“这周关于汉堡的讨论挺热闹啊。我们觉得有必要提醒一下各位，‘新鲜、拒绝冷冻’到底是个什么滋味。”
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.'”
随后，温蒂汉堡又在 X（原推特）上转发了这段视频，并附上了一句扎心的评论：“如果你是真的爱吃自家‘产品’，而不是在这儿演戏，那画面应该是这样的。”
一方有难，八方倒油。面对全网群嘲，麦当劳也开始摆烂了，发了一张新品汉堡图，并配文：
尝尝我们的新“产品”吧，真不敢相信竟然通过审核了。
不知道麦当劳CEO下次还做吃播吗，到时候估计内心OS：死嘴，快吃......
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