How McDonald's does a video ad

Using online video for your business is not about sharing your commercials or recycling something that aired on TV, says Shira Lazar, host of What's Trending on YouTube. Instead, Lazar advises thinking about how to create a new experience for viewers, like a recent McDonald's video [below] that took viewers behind-the-scenes of an ad shoot to answer a customer's question [emphasis, added].

Isabel M from Toronto asked "Why does your food look different in the advertising than what is in the store?"

Our answer? An exclusive behind-the-scenes tour of a McDonald's Canada photo shoot.