Why do the burgers in McDonald's advertisements look different than the ones you buy in a store? Tribal DDB Canada and McDonald's Canada's director of marketing Hope Bagozzi answer that question in a new video.

To find out, Bagozzi visits a local McDonald's eatery, buys a Quarter Pounder with Cheese and brings it to Watt Photostudios, the agency responsible for McDonald's creative merchandising for the last seven years. There, the burger is photographed alongside another Quarter Pounder with Cheese that had been prepped by Watt.

Same type of burger, two totally different looks -- the result of physical posturing, food styling tricks and computer-assisted digital touchups.

Watch the video below for a behind-the-scenes look at a McDonald's photo shoot.


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America's Biggest Fast Food Chains

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  • 10. Sonic

    America's Drive-In rounds out the top 10 with U.S. revenues of $3.6 billion.

  • 9. KFC

    KFC, the biggest chicken vendor in America, comes in ninth with revenues of $4.7 billion, though there were 107 fewer outposts in August 2011 than there were the year before.

  • 8. Pizza Hut

    <a href="http://www.huffingtonpost.com/2011/07/27/pizza-hut-ads_n_911106.html" target="_hplink">Good ads</a> equal big revenues for the biggest pizza chain in America. Pizza Hut took in a solid $5.4 billion in 2010.

  • 7. Dunkin Donuts

    America runs on Dunkin' to the tune of $6 billion a year -- that's almost $20 for each and every person in the country.

  • 6. Taco Bell

    2010 U.S. revenues of $6.9 billion make Taco Bell the biggest Mexican restaurant chain in the country.

  • 5. Starbucks

    Starbucks may have had a few hiccups <a href="http://www.huffingtonpost.com/2011/07/13/starbucks-bistro-boxes_n_897768.html" target="_hplink">when it comes to introducing food</a>. But its success in beverages has propelled American's biggest coffee purveyor into fifth place among fast food chains, with 2010 revenues of $7.6 billion.

  • 4. Wendy's

    Wendy's fries may be <a href="http://www.slashfood.com/2011/04/20/wendys-fries-vs-mcdonalds-fries-taste-test/" target="_hplink">number one</a>, but its revenues aren't there quite yet.

  • 3. Burger King

    Number two burger chain Burger King was sold for $3.26 billion to 3G Capital in 2009. 2010 revenues of $8.6 billion make that sound like a deal to us! (We know, we know, there's a difference between revenues and profits...)

  • 2. Subway

    Subway has the most outlets of any fast food brand; it expanded that total by 816 in the past year alone. But because each store is relatively small, revenues, at $10 billion, pale in comparison with those at the number one chain.

  • 1. McDonald's

    With revenues standing at a whopping $32.4 billion in 2010, the Golden Arches aren't being dethroned any time soon. What's surprising about its success is that per store sales at McDonald's are bigger than those even cult-ish brands with fewer outlets. With $2.4 million <em>per store</em>, they're second only to Chick Fil-A, which fans travel miles to visit.