{"id":12812,"date":"2016-08-01T00:00:23","date_gmt":"2016-08-01T06:00:23","guid":{"rendered":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/?p=12812"},"modified":"2016-07-30T06:32:12","modified_gmt":"2016-07-30T12:32:12","slug":"memorandum","status":"publish","type":"post","link":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/archives\/12812","title":{"rendered":"Memorandum"},"content":{"rendered":"

for Laquan McDonald<\/em>
\n <\/p>\n

To:________<\/span>Sr. Marketing Manager, McDonald\u2019s Corporation<\/del> white folks<\/em><\/strong>
\nFrom:______<\/span>Creative Director<\/del> why does it matter?<\/em><\/strong>
\nDate:_______<\/span>November 25, 2015
\nSubject:_____<\/span>McDonald\u2019s Holiday Campaign,<\/del> Urban Demo<\/p>\n

As always, we chose from many other options.<\/del> Our core concept is \u201cblack reality\u201d– think of a reality TV<\/del> segment shot from inside a motor vehicle, capturing the subject in real time and real terms with a grittier lens. You are going for young. Urban. These people are mobile. They move quickly. They want convenience and expedience. They prize value above all: bang for buck,<\/del> a buck for a bang. That\u2019s the play for this particular market. There needs to be some authenticity here as to what is presented and who is represented.<\/del> <\/p>\n

Here\u2019s the scene, seen through dash cam:<\/p>\n

____<\/span>Nuclear, African-American family:<\/del> Mama (early 30s<\/del>). Daddy (early 30s).<\/del> Son,<\/del>
\n____<\/span>Baby Boy (eight years old<\/del>). Daughter, Baby Girl (five years old).<\/del><\/p>\n

_______<\/span>She had Baby Boy young. Teen mom. Got taken away when he was _______<\/span>three. State-warded. Foster-homed. Great-grandmothered. Went back.
\n_______<\/span>Boyfriend-abused. Taken away again.<\/strong><\/em><\/p>\n

____<\/span>Daddy drives while<\/del> Mama applies some make-up using the visor mirror.<\/del> for
\n____<\/span>legal council<\/em><\/strong> Baby girl<\/del> rides backseat with Baby Boy\u2019s body,<\/em><\/strong> making up songs to
\n____<\/span>entertain<\/del> keep<\/em><\/strong> herself from crying.<\/em><\/strong> Baby Boy looks longingly out the window<\/del>
\n____<\/span>dead<\/em><\/strong> when the first bullet hits him in<\/em><\/strong> his stomach growls and breaks Baby Girl\u2019s<\/del>
\n____<\/span>rhythm, one one-sixteenth note.<\/em><\/strong> Baby Boy catches glimpse of the iconic<\/del> golden
\n____<\/span>arches<\/del> light<\/em><\/strong> in the distance and promptly asks to go to McDonald\u2019s,<\/del> sparking
\n____<\/span>the following dialogue<\/del>:<\/p>\n

_______<\/span>Mama<\/del> The Mayor\u2019s Office:<\/em><\/strong> \u201cdo you have McDonald\u2019s money?\u201d
\n_______<\/span>Baby Boy: \u201cI got four dollars I been saving.\u201d<\/del>
\n_______<\/span>Daddy: \u201cWell, that\u2019s enough for all of us.\u201d<\/del>
\n_______<\/span>Baby Girl: \u201cbada bop bop baaa\u201d<\/del> <\/p>\n

____<\/span>(cut away to still shots of various Dollar Menu items and special promotions<\/del>)
\n____<\/span>for the evening news: video frames, Van Dyke\u2019s mug shot, the Burger King
\n____<\/span>where security footage of the shooting was boosted from.<\/em><\/strong><\/p>\n

We look forward to hearing your feedback on the concept!<\/del> Stay woke!<\/em><\/strong><\/p>\n

–Management<\/em><\/strong><\/p>\n

<\/p>\n

Cortney Lamar Charleston<\/h6>\n

<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

for Laquan McDonald   To:________Sr. Marketing Manager, McDonald\u2019s Corporation white folks From:______Creative Director why does it matter? Date:_______November 25, 2015 Subject:_____McDonald\u2019s Holiday Campaign, Urban Demo As always, we chose from many other options. Our core concept is \u201cblack reality\u201d– think of a reality TV segment shot from inside a motor vehicle, capturing the subject in […]<\/p>\n","protected":false},"author":647,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false},"categories":[48],"tags":[25],"jetpack_featured_media_url":"","jetpack_publicize_connections":[],"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6Jypy-3kE","_links":{"self":[{"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/posts\/12812"}],"collection":[{"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/users\/647"}],"replies":[{"embeddable":true,"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/comments?post=12812"}],"version-history":[{"count":10,"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/posts\/12812\/revisions"}],"predecessor-version":[{"id":13036,"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/posts\/12812\/revisions\/13036"}],"wp:attachment":[{"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/media?parent=12812"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/categories?post=12812"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wp0.vanderbilt.edu\/nashvillereview\/wp-json\/wp\/v2\/tags?post=12812"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}