France Has A Closet?

What is in it for McDonald's in this ad, do you suppose? I don't see how it would sell a single burger, and is the message necessary (accepting the premise)? In France?

"McDonald's: the place to have excruciating lunches with your fusty ol' man when you'd rather be anywhere else" doesn't seem like a winning message to me.

Neither does "Where the French go to come out."