We're going out of order again - not to mention that we're starting after a five month hiatus. Tonight's film is one that we felt the need to watch due to a special visit from it's director and subject - Morgan Spurlock. By now everyone knows his story. Morgan posed the question, "What would happen to me if I ate nothing but McDonald's food for 30 days?" So begins the mission of Morgan v. McDonald's. The idea came to him on Thanksgiving of 2003 while watching a news story about the two obese girls and their families who sued McDonald's for their chronic illnesses and unhealthy lifestyles. At first, Morgan believed the lawsuit to be frivolous - but upon listening to further argument, he found validity in what they were saying.I think part of the intrigue of this documentary is that we all know eating at McDonald's, and other fast food establishments, is harmful. I think the degree and/or severity of the harm isn't anything that has been investigated in such a way that is both informative and entertaining. Spurlock does this by introducing the audience to who he is and the risk he is willing to take. Like any good suspenseful film, we want to know what happens at the end - in this case, what will be the results of the 30-day McDonald's diet.
Sure McDonald's took the bullet for Taco Bell, Burger King, Pizza Hut and many other fast food restaurants - but hey, they're the biggest right? That's not to mention that they were the defendant in a multimillion dollar lawsuit.
The rules are as follows: he can not eat or drink anything that isn't on the McDonald's menu. He must eat three square meals a day. He has to eat everything that is on the McDonald's menu over the course of those thirty days. He can not exercise - because a majority of people that choose to eat items from the menu multiple times a week also do not exercise. He must Super Size the meal if asked at the counter or drive-thru. Seems pretty simple? What's the worst that can happen? Well, before I go there, let's talk about some of the things that McDonald's lawyers argued. They stated that McDonald's cannot be held responsible for free choice that consumers make when eating at their restaurants - if they know that eating the food is unhealthy for them. Let's review that. McDonald's conceded that eating their food is unhealthy - and that we should all know that as common knowledge. This seemed to be a logical assumption for most of us once we reach the age of adulthood. So knowing this, topped with the admission of McDonald's about their food being unhealthy should send us running in the other direction. Morgan travelled the U.S. while investigating the epidemic obesity and what causes it.
When watching the film this time, I noticed how happy Spurlock seemed when he began the first day. He seemed absolutely thrilled to have the opportunity to document each menu item he devoured. He describes each item he chooses with energy and fervor. At one point, he even kisses the Big Mac he orders. To see the transition from this fun, happy state at the beginning of the experiment to the other extreme as the film progresses, is interesting. It reminds me of the things we think were so yummy as kids and then, as adults, we change our opinion. I think some of it relates to memories we had as kids and how we relate these things to food and experiences. When watching this, it appears as if, Morgan Spurlock started the experiment with the gusto of a kid with great memories of McDonalds. It doesn't take long, however, for everything to change. It might even be day three when the pain is evident.
There's no doubt that Spurlock has a charismatic personality that we're drawn to. Like Michael Moore before him - he approaches interviews with humor and determination - yet sympathy for his subjects. Never does Spurlock dismiss the personal choices that people make - but neither does he completely blame them for choices they've been conditioned to make since early childhood. From Happy Meals to Playlands to billions of dollars spent on advertising annually it's a wonder that all of us have not turned our three meals a day over to McDonald's. While watching him at ISU, it was interesting about some of the observations he made of his critics. Some argued that you could eat healthy when ordering from McDonald's - if you ordered one hamburger, the children's fries (or an apple) and a Diet Coke - never mind that you'd have to have no ketchup on your burger and have to discard one of the buns in order to stay under the recommended calories for one meal (that's not even considering the saturated fat contained in the meal). Morgan asked, "Who the fuck does that?" Indeed. Who? Perhaps if you're forced into eating McDonald's on a bet you may discard the bun and order a McApple. However, it's safe to say that less than 1% of the people that enter a McDonald's are considering the healthy options of the McMenu. It's the same reason that when you go to Kuma's Corner you order the burger - it's what they're known for. You're going there for what they do best. No one walks into a place like that considering ordering something they can buy else where for less money and better quality. At the end of the first week of Morgan's McDiet, he was informed by his dietitian that he was ingesting 5000 calories - which is over twice the recommended needed per day.
Sure this review has nearly turned into a criticism of McDonald's - easy target right? Let's talk about the movie. This movie narrows its focus and keeps on topic. He successfully tracks the laziness with which we live in the U.S. in everything from our physical activity to the choices we make. There's nothing in this movie that's mind-blowing other than how quickly his health decreases. At 21 days into the diet, Morgan gained over 20 pounds and was essentially pickling his liver - much like an alcoholic on a binge would do after two or three weeks of heavy drinking. However, every physician was stunned that the body could deteriorate so quickly. I also observed in my last viewing that of the top 15 most obese cities in the United States, all five of the most impoverished cities were contained in that top 15. Alicia and I have watched this movie four times now, and though I would not say that it's one that you will watch with repeat viewing - it's certainly not a waste of time to watch it multiple times. I found that I pulled something new with each viewing and was drawn to Morgan's personality and ability to tell a story - as well as expose truths we refuse to acknowledge.
Although McDonald's or other fast food establishments mentioned in this blog entry have not admitted to changing menu items or marketing campaigns in response to the film, to me, it seems obvious. Maybe it is a coincidence that McDonald's discontinued "Super Sizing" and included apples as a Happy Meal option in the place of french fries, but I noticed a change going on around me following the release of the film. Was it a response to getting hands caught in the cookie jar, per se, or was it just time to make a change. There is a 'healthier foods' trend that continues to flood advertising and other social internet feeds. I don't think everything is finely tuned and figured out - by any stretch of the imagination, but I do think that 'healthy' has a new name and a new image. I think the idea for this experiment gained so much attention that action needed to be taken. The naysayers who argue the concept was unrealistic and the supporters who have turned vegan, perhaps, or have boycotted fast food or even just limited visits. Changes have been made - especially for Morgan Spurlock.
