McDonald’s Unveils Ancient Mosaic Ad in Rome

In the heart of Rome, where every corner breathes history, McDonald’s has launched a campaign that’s turning heads and sparking conversations. The fast-food giant has unveiled an “ancient” mosaic advertisement in the iconic Galleria Alberto Sordi shopping mall, cleverly blending the city’s rich past with its own global brand presence. This creative stunt, titled “Enjoy the Classics,” is more than just an ad—it’s a statement about how brands can weave themselves into the cultural fabric of a place, for better or worse.

A Mosaic with a Modern Twist

At first glance, the mosaic looks like a genuine archaeological find. Crafted from 18,000 tiny pieces (tesserae) by a team of ten skilled artisans, the installation mimics the look and feel of a freshly unearthed Roman relic. The scene depicts four toga-clad men enjoying a feast—not of grapes and wine, but of McDonald’s burgers and fries. The brand’s iconic golden arches are subtly worked into the design, while the Latin phrase “GAUDEAT CLASSICIS” (“Enjoy the classics”) arches above the diners, cleverly tying together ancient tradition and modern fast food.

To complete the illusion, the mosaic is surrounded by a perimeter, making it look as if it’s part of a real archaeological dig—a familiar sight in Rome, where ancient discoveries often pop up in the most unexpected places, from supermarkets to subway stations.

Reactions: Clever Tribute or Cultural Overstep?

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The campaign has sparked a lively debate among Romans and visitors alike. Some see the mosaic as a playful, relevant nod to the city’s history, appreciating the craftsmanship and the creative way McDonald’s has linked its “classics” to Rome’s classical era. Others, however, feel the ad crosses a line, likening it to putting a drive-through next to the Pantheon—a move that feels more like an ambush than a tribute.

Social media has been abuzz with mixed reviews. While some admire the cheeky humor and the effort behind the mosaic, others criticize it as a “sleazy stunt” or in poor taste, questioning whether a fast-food chain should insert itself so boldly into Rome’s ancient narrative.

McDonald’s and Rome: Not Their First Encounter

This isn’t McDonald’s first brush with Rome’s archaeological treasures. In 2014, while building a new outlet in Frattocchie on the city’s outskirts, workers discovered a Roman road and three ancient skeletons. Rather than halt construction, McDonald’s invested €300,000 to preserve the site, integrating the ruins into the restaurant’s design. The result? The world’s first “museum-restaurant,” where diners can literally eat above ancient history.

McDonald’s opened its first Roman outlet in 1986 near the Spanish Steps and now boasts over 50 locations in the city and more than 750 across Italy.

Brands and History: Walking a Fine Line

McDonald’s isn’t alone in using history for modern marketing. Coca-Cola’s 2023 “Masterpiece” campaign brought famous artworks to life, while Maxam Toothpaste’s “Civilisation” campaign in China depicted decaying teeth as ancient ruins to warn against neglecting oral health. These campaigns highlight a trend: brands leveraging cultural heritage to create memorable, sometimes controversial, ads.

But such campaigns walk a fine line between clever homage and cultural appropriation. The key to acceptance often lies in how well the message resonates with local sensibilities and whether the execution feels respectful or exploitative.

The Verdict: Art, Advertising, or Both?

Whether you see McDonald’s mosaic as a stroke of creative genius or a marketing misstep, it’s hard to deny its impact. The installation has people talking, snapping photos, and debating the role of brands in public spaces—exactly what a memorable campaign aims to achieve.

For now, the mosaic will remain on display until June 7, offering Romans and tourists alike a chance to reflect on the intersection of ancient heritage and modern commerce. In a city where history is everywhere, McDonald’s has found a new way to be part of the conversation—one tiny tile at a time.