McDonald’s in the UK has taken a gentle pot shot at specialty coffee culture in its new ad for McCafé made by ad agency Leo Burnett. The ads show apparently bewildered customers as they are subjected to complicated routines and high prices in their quest for a simple coffee. The ad comes after McDonald’s in the US signalled its intention to build its coffee business there with a program of espresso machine upgrades. The company is offering deals on its coffees in the first quarter of this year, including lattes for US$2, as it seeks to capture a greater share of the US$4 billion US coffee market. You can watch the new ad here.