I think the cleverest marketing bit from a cynic's perspective was the part where the hostess, the McDonald's Canada's Director of Marketing, confidently walks

I think the cleverest marketing bit from a cynic's perspective was the part where the hostess, the McDonald's Canada's Director of Marketing, confidently walks into the bright clean store, orders and obtains the burger from the pleasant staff, and pulls it out of its box in genuine anticipation and appears fully prepared to eat it when the camera cuts out. That's the psychological button-pushing aspect of this video that's hard to duplicate in normal advertisements. In addition to the value of the realism in scenario itself, showing a Director of Marketing appear genuinely enthusiastic about the quality of the product is also a big win. The rest of it is interesting, not really all that surprising, and undoubtedly simplified as much to fit into the desired time constraints as much as to present the issue in as positive a light as possible.