Three elderly women put their heads together, staring at a hamburger on a plate in front of them. They look at a large bun, a woman lifts half of it, a small piece of meat appears, another woman calls out, “Where’s the beef.”
It’s just a commercial. But when it first aired in 1984, it quickly became iconic. It wasn’t just about hamburgers, but about the substance of a thing, the content, the “beef”. Since then, politicians in the USA, including former US President Barack Obama, have regularly heard when they present an idea: “Where’s the beef.”
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