Advertising firm JWT preficted in 2014 that food advertising would take a turn for the "ugly."
"Imperfection and even outright ugliness — the quirky, the messy, and the flawed — are taking on new appeal in a world that's become neatly polished and curated," the firm said in a report.
The intimate shots of McDonald's food being prepared are likely intended to fight the perceptions that its food its overly processed or that it's not freshly prepared.
See photos of McDonald's menu items:
Delicious McDonald's Food
McDonald's is trying to make its food look 'ugly'
In this Jan. 20, 2012 photo, the McDonald's logo and a Happy Meal box with french fries and a drink are posed at McDonald's, in Springfield, Ill. McDonald's Corp. saw net income jump by 11 percent in the fourth quarter, as the fast-food giant continued to attract budget-conscious customers with low prices. (AP Photo/Seth Perlman)
A cheeseburger and fries meal from a McDonald's restaurant is seen in San Jose, Calif., Wednesday, July 22, 2009. McDonald's said Thursday, its second-quarter profit dipped 8 percent because of the stronger dollar and a gain that boosted results a year ago.(AP Photo/Marcio Jose Sanchez)
A cheeseburger meal from a McDonald's restaurant is seen in San Jose, Calif., Wednesday, July 22, 2009.(AP Photo/Marcio Jose Sanchez)
Big Mac meal from McDonald's
(Photo via Alamy)
Fast food ready meals on a tray at a McDonalds restaurant burger bar. (Photo by Danny Callcut via Alamy)
Mcdonalds sausage egg and cheese mcmuffin breakfast sandwich (Photo via Alamy)
McDonald's Big Mac on white plate on white background. (Photo via Alamy)
McDonald's quarter pounder with cheese on white background, isolated. (Photo via Alamy)
Cheeseburger (Photo via Alamy)
A McDonald's Corp. Big Mac meal is arranged for a photograph outside of a restaurant in San Francisco, California, U.S., on Wednesday, Jan. 22, 2014. McDonald's Corp., the world's largest restaurant chain, posted fourth-quarter profit that was little changed from a year earlier as U.S. same-store sales fell amid shaky consumer confidence and increased competition. Photographer: David Paul Morris/Bloomberg via Getty Images