Peace for Burger Brand Wars?

Burger King took out a full-page ad in the New York Times and produced a video and fancy parallax scrolling website (at the link) to propose a one-day — September 21, 2015, World Peace Day — peace offering to McDonald’s by offering the McWhopper, a hybrid of Big Mac and Whopper. Two days ago McDonald’s CEO declined the invitation through a Facebook status update. Guess who comes out on top as the cooler brand?