These CEOs want a starring role in our lives – and there’s not much we can do about it | Larry Ryan

Do we really need a McDonald's CEO fronting ads or a Gianni Infantino Panini sticker? No. But in the age of Trump, the boss class feels emboldened

A few weeks ago, the CEO of McDonald's appeared in a video sampling the chain's new Big Arch burger". In the clip, Chris Kempczinski, or Chris K" as he casually calls himself, labelled it a product", matching the sterile tone of the review - all harsh lighting, corporate office backdrop and an awkward man talking and eating while wearing a shirt fitting uneasily under a light wool V-neck.

Why would McDonald's, with its huge marketing budget and commercial success, choose to platform this guy? His stilted efforts were mocked and memed, with executives at Burger King and Wendy's posting their own versions - what fun. Inevitably some market watchers claimed it drove engagement and sales. But to me, it seems to be just the latest flagrant example of CEOism: when CEOs/founders/heads of organisations centre themselves in the action - just because they can.

Larry Ryan is a freelance writer and editor