Fans who know Pulp Fiction know what McDonald's (NYSE:MCD) calls its Big Mac in France. Hint: A Quarter Pounder with Cheese fails in translation because France is on the metric system. Next, Fiction front men Jules and Vincent tackle Mickey D's signature sandwich.

"A Big Mac's a Big Mac," Vincent explains, "But they call it Le Big Mac."

The menu may resonate overseas, but consumer marketing at McDonald's was never inclusive. Until now, that is. This month, the world's largest restaurant chain takes its "I'm Lovin' It" ad campaign global. For the first time in the company's 50-year history, a theme will carry over into all of its international outlets. Sure, the spoken segments will be translated and customer shots will be changed to reflect local diners, but why would McDonald's do this?

When a family of four can't agree on something as basic as pickles or no pickles on a sandwich, maybe trying to coat the world with one ad campaign is a marketing stretch.

If you ask us, for all the strides CEO Jim Cantalupo has made in turning around the company's domestic operations, this "one size fits all" ad approach likely won't ease McDonald's international woes. Imagine all the ad money that will be squandered in regions where cultural tastes are pickier than palates.

Moreover, for other fast-food chains with worldwide interests like Wendy's (NYSE:WEN), Yum Brands (NYSE:YUM), and Burger King, this might be the ideal opportunity to embrace individualized marketing and invest in more localized advertising.

Yes, McDonald's is making this a global affair. It even went with a German subsidiary of Omnicom (NYSE:OMC) to handle the campaign. That's fine. But if it thinks that marketing is something that can be ported seamlessly from country to country, we're thinking of another word that translates the same in France as it does stateside: fiasco.

With McDonald's kicking off its new ad campaign in Munich this week, is the company biting off more than it can chew with its global approach? Won't this backfire? Will rivals take advantage of the cookie-cutter marketing? All this and more -- in the McDonald's discussion board. Only on Fool.com.