McDonald's "Espresso"

McDonald's new commercials advertising their new espresso offerings have struck me as pretty insulting to anyone who frequents coffee shops, Starbucks, and anywhere else that offers espresso that isn't McDonald's. People that visit other coffee shops are painted as pretentious and fake. They're also depicted as not wanting to be that way and having to put on a front for their other friends as a show. It seems they're insulting people, then asking them to come to McDonald's to be themselves. I find it hard to imagine that a good marketing strategy is to insult those you are intending to woo and then tell them that they should come to your business. I am not the biggest coffee house fanatic, though I do love coffee, but I tend to get a drip coffee over espresso, most days. It seems like this strategy can't be working too well as McDonald's has started up their free espresso Fridays again, so it seems like people didn't just get the first taste and fall in love with their coffee or their "laid-back" atmosphere. It's true that Starbucks has been feeling the brunt of a slowing economy, but that is a far different thing from calling people fake and pretentious. These ads aren't appealing to just price, they're biting the hand they want to feed them...