McLibel is the true story of a postman and a gardener who took on McDonald’s and wouldn’t say “McSorry,” in a legal battle since described as “the biggest corporate PR disaster in history.”
McDonald’s loved using the UK’s libel laws to suppress criticism. Major media organizations like the BBC and The Sun had crumbled and apologized. But then McDonald’s sued penniless activists’ Helen Steel and Dave Morris.
In what became the longest trial in English legal history, the “McLibel 2” represented themselves against McDonald’s USD$19 million legal team.
Every aspect of the corporation’s business was cross-examined: from junk food and McJobs, to animal cruelty, environmental damage and the company’s advertising to children.
Outside the courtroom, Dave brought up his young son alone and
Helen supported herself working nights in a bar.
McDonald’s tried every trick in the book against them. Legal maneuvers. A visit from Ronald McDonald. Top U.S.executives flying to London for secret settlement negotiations. Even spies.
Seven years later, in February 2005, the marathon legal battle finally concluded in the European Court of Human Rights. And the result took everyone by surprise – especially the British Government.
Filmed over ten years by no-budget Director Franny Armstrong (Drowned Out), McLibel features reenactments of key courtroom scenes directed by Ken Loach. McLibel is not about hamburgers. It is about the power multinational corporations wield over our everyday lives and two unlikely heroes who are changing McWorld.
In the movie, the following phrase was uttered as part of the McDonald’s marketing strategy:
Remember, children exert a phenomenal influence when it comes to restaurant selection. This means you should do everything you can to appeal to children’s love for Ronald and McDonald’s
What planet do these folk live on? Ain’t NOBODY under the age of 35 (my wife’s age mind you) running SHIT around here.
Mostly the movie was kinda whiny. Maybe I’m getting more and more capitalist in my old age, but they ain’t using Jedi Mind Tricks over there. If you don’t wanna participate in their getting McPaid, man up and eat at the house.
Blaming THEM for you not being able to control ya kids????