New film pays homage to Big Mac® love throughout the decades

NEW YORK, April 5, 2024 /PRNewswire/ — Hold onto your buns Big Mac fans – the world’s oldest burger chant is back with an incredible homage to its trip through time for old and new generations of Big Mac fans – proving that the Big Mac is truly ‘The Original Mouthful’.

McDonald’s Australia, DDB Sydney and OMD have partnered to reintroduce the iconic Big Mac chant in the first phase of a fully integrated campaign, featuring a TV campaign and innovative out-of-home executions, launching today.

Big Mac lovers from the ’70s, ’80s and ’90s will fondly remember the classic chant: “Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun.” That legacy of love will be brought to life in a film from DDB Sydney called ‘TheOriginalMouthful’ that pays tribute to how loved Big Macs were throughout the decades and how the chant entered the Aussie vernacular.

The TV campaign directed by Revolver’s Leilani Croucher leans heavily into the Big Mac’s 56-year legacy. A 60-second hero film takes burger fans all the way back to 1968, when Big Mac creator, Jim Delligatti, initially devised the now iconic burger. The film then travels through the Big Mac’s evolution across the decades, showcasing just how the burger and its ingredients have stood the test of time.

The campaign draws on DDB’s rich creative heritage – the original Big Mac chant ad campaign was developed by DDB’s then creative leader, the legendary Keith Reinhard, who is still Chairman Emeritus of DDB today.

DDB Sydney Executive Creative Director, Matt Chandler said, “Bringing the Big Mac to a new generation was an awesome task. It’s an icon and part of Australian culture – it’s The Original Mouthful.

“The launch film was shot and crafted with excruciating attention to detail, ensuring every decade was brought to life as though it had been found on a shelf in an archive. From the wardrobe and propping to the speech patterns and performances of our talent, everything was lovingly recreated to give that innocent and infectious feeling of fun you get trying to nail the chant.”

Samantha McLeod, Marketing Director for McDonald’s Australia said, “The challenge of introducing a new generation of Aussies to the Big Mac and the much-loved chant was something we did not take lightly! Australians love their Big Macs and we’re really thrilled with this campaign from our agency village – it’s McDonald’s ‘feel good marketing’ at its best and there’s a lot more exciting stuff to come, so stay tuned.”

To prompt Aussies to get into the chant, a large format digital out-of-home campaign integrates the lyrics of the Big Mac chant into a delicious, macro shot of the Big Mac. A teaser out-of-home campaign launched on 28 March featuring snippets of TheOriginalMouthful.

The new campaign is rolling out across April, featuring on TV, online video, out-of-home, radio, digital audio, social, print, POS, PR, influencers, and partnerships with more innovative elements to launch soon.

Watch the TV campaign here:

Client: McDonald’s Australia
Chris Brown – Chief Customer Officer
Samantha McLeod – Marketing Director
Liz Whitbread – Senior Brand Manager
Luke Elzerman – Experience Optimisation Manager
Chloe Brannagan – Brand Manager

Creative Agency: DDB Sydney
Stephen de Wolf – National Chief Creative Officer
Matt Chandler – Executive Creative Director
Stephanie Allen – Senior Copywriter
Andrew Torrisi – Senior Art Director
Mandy Whatson – Group Managing Partner
Adam Blaynee – Group Business Director
Steph Dix – Operations Director
Lucy Stone – Project Manager
Chloe McIvor – Senior Business Manager
Rene Shalala – Executive Producer
Katharina Wynne – Strategy Partner
Katy Andrews – Director Social and Content Strategy

Production Company: Revolver 
Director – Leilani Croucher
Manager Director / Co-Owner – Michael Ritchie
Executive Producer / Partner – Pip Smart
Senior Producer – Serena Paull
DOP – Andrew Commis
Production Designer – Damien Drew
Costume Designer – Sophie Fletcher

Post Production: ARC Edit 
Executive Producer – Daniel Fry
Producer – Sally Quade
Editor – Elise Butt
First Assistant Editor – Carly Anne Kenneally
Second Assistant Editor – Harrison Carr
Colourist – Edel Rafferty
Colour & Online Assistant – Jack Wilson-Lee
Online Artist – Richard Lambert
Online Artist / VFX – Patrick Campbell

Sound & Music: Smith & Western Sound
Nick West & Dan Higson

Media: OMD 
Emily Bosler – Head of McDonald’s
Zoe May – Head of Strategy
Catriona Oran Barthram – Head of Comms Planning
Brittany Meale – Strategist
Taylor Hilditch – Account Director
Anna Heslop – Senior Account Manager

PR & Influencer: Mango 
Tabitha Fairbairn – Managing Director
Ashleigh Vallance – Senior Account Director
Nada Duyker – Account Director
Sidney Balfour – Senior Account Manager

MyMacca’s app and POS: Akcelo 
April Tunstall – Business Lead
Melanie Tozer – Senior Account Director
Alex Kostiouk – Senior Project Manager

CRM: Digitas 
David Huang – Account Director

CONTACT: [email protected]


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