TV ad: McDonald's: Beard

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In this quirky McDonald's spot created by Toronto's Cossette and directed by OPC's Brian Lee Hughes, two guys negotiate a trade for an NHL hokey card. "This trade thing is like an old Western. The dynamics of perceived value and pride and conflicted shame are explored. My horse versus your hay. Lee Marvin versus Yul Brynner. My kid's happiness versus yours. Your rookie card versus my year-old beard. I win and you lose and vice versa." said Hughes.