McDonald's needed to create a "buzz" with young adult males, an audience that they had mistakenly stopped targeting. We proposed a website with target appeal to men whose median age was around 22 and wanted fun, assumptive advertising. Our local Chicago clients decided to test the McD.TV website which featured fun, modest web cam advertising that made McDonald's part of their lives gain. Although the website was not designed to "sell" McDonald's per se, it still gave it the attitude McDonald's needed to appeal to its target.