For the relaunch of the McRib, Mcdonald’s went down a slightly crazy path by featuring a passionate individual dancing as a bucket of thick sauce was emptied out on his head. While the clip was unappetiwing at best and downright disturbing at worst, it was memorable and a definite improvement on the usual fast-food launch approach of showcasing carefully constructed burgers in the ideal light from the best possible angle. McDonald’s clearly sees value in the quirkiness, because the brand has now followed on from the McRib launch with an equally outrageous (and messy) spot that features a human guinea pig comparing the newly launched butter chicken Georgie Pie to its pastry-free alternative.