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.

Chris K isn’t the only one guilty of it. Lately, you can’t seem to move for reports that CEOs are pushing themselves into the spotlight. During the Super Bowl, the founder of Ring featured in the company’s ad – only for the whole thing to backfire when people were freaked out by the........

© The Guardian