Sunday, November 10, 2013

i'm lovin' it - São Paulo

Photo credit: Erica Winter
Not sure what McDonald's corporate would think of this one, but here is one of my favorite scenes outside of Pacaembu, the municipal soccer stadium. First of all, this type of van cracks me up. It's like a shrinky-dink normal size van. Like it's been left in the dryer too long.

 Second of all, the complete lack of shame in working over McDonald's logo and naming rights. And of course the fact that this little mobile hot dog stand accepts Visa and Mastercard. 

 Scenes from a (very good) life.

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7 comments:

  1. Andrew FrancisNovember 12, 2013 at 1:23 PM

    Expats always comment on that sort of thing and, to be fair, the trademark and copyright environment in Brazil is very different compared to the US or Europe. However, I wonder how much McDonalds (in this case) even cares. Do they seriously worry that customers will be confused and think the van is an actual franchise or do they brush it off as a case of "imitation is the best form of flattery". When the distinction is obvious, as it is in this case, I think it's a bit like the cheap knockoffs of Prada or Burberry handbags sold for a fiver. The brands have to grumble otherwise it looks like they're not protecting their brand but in reality it doesn't make the slightest dent in the profits.

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    1. Kris BrazilNovember 12, 2013 at 2:12 PM

      Oh no! I am "one" of the expats who comment on this. Well, it is Brazil in My Eyes and yeah, I think Brazil is one of the worst (in my experience) on copyright infringement. If this happened in the US, you could count on that little company in Oak Brook, IL suing the cute little van for cease and desist.

      And I would expect that any Brazilian expat in the US would probably comment on how lawsuit-happy we are in the US. Slip and fall, hot coffee in the lap, whatever. I was on the jury for a case in San Francisco California by a man who got his foot smushed by a car while the driver was reversing away from a cable car. He won a million bucks. That's the US in My Eyes.

      My guess is that Oak Brook would think the little doggy van was funny. And certainly they would know better than try to sue in court here. That's not funny.

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    2. Andrew FrancisNovember 12, 2013 at 2:52 PM

      Yeah, copyright infringement is really bad in Brazil. It feels like a giant lack imagination and laziness more than anything else.

      Oak Brook? I don't know that one. I was aware of the Eastern District of Texas but I guess that's specific to patent trolls.

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    3. Kris BrazilNovember 12, 2013 at 2:54 PM

      Oh sorry, I used Oak Brook and McDonald's somewhat interchangeably...oops. Oak Brook is the headquarters of McDonald's.

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    4. Andrew FrancisNovember 12, 2013 at 3:00 PM

      Now I get it! Anyway, I think business is in a different stage in Brazil. There's such a large "underdeveloped market" for large brands that it's more about the "land grab" right now than about protecting your turf like it is in the US.

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  2. Pedro GontijoNovember 12, 2013 at 6:51 PM

    Here in Brasília-DF we have a once-mobile hot-dog hut (it used to be a van, but it doesn't budge for years) called "McRaynold's", with golden arches and all. It's full of costumers thursdays through sundays.

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    1. Kris BrazilNovember 13, 2013 at 5:59 AM

      It seems to be a popular trademark infringement! How are the hot dogs? :)

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