Trailers for the film have already been shown in cinemas all over Stockholm. Spurlock gained 11 kilos and his health deteriorated. But McDonalds says he is just trying to score cheap points.
“Strong brands evoke strong reactions, both positive and negative,” according to Magnus Wikner, Marketing Director at McDonalds Sweden.
“As far as we can make out he doubled his intake of calories and stopped moving about. I think that Swedish cinemagoers and TV viewers are intelligent enough to understand that health and weight are not just about what you put in your mouth.”