Big Mac aficionados, brace yourselves – the world’s oldest burger chant is making a triumphant return with an extraordinary homage, celebrating its journey through time for both seasoned and new generations of stans.
McDonald’s Australia, in collaboration with DDB Sydney and OMD, is reintroducing the iconic Big Mac chant in the first phase of a fully integrated campaign, which includes a TV commercial and innovative out-of-home executions, launching today.
Big Mac enthusiasts 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.” This cherished legacy is being brought back to life in a film from DDB Sydney titled ‘TheOriginalMouthful,’ paying tribute to the enduring love for Big Macs throughout the decades and how the chant has become a part of Australian culture.
The TV campaign, directed by Revolver’s Leilani Croucher, delves deep into the Big Mac’s illustrious 56-year history. A 60-second hero film takes viewers on a nostalgic journey back to 1968, when Big Mac creator Jim Delligatti first conceived the now-iconic burger. The film then traverses through the Big Mac’s evolution over the decades, showcasing how the burger and its ingredients have stood the test of time. Watch below:
REELated:
Drawing on DDB’s creative legacy, the original Big Mac chant ad campaign was developed by DDB’s legendary former creative leader, Keith Reinhard, who remains Chairman Emeritus of DDB today.
Matt Chandler, Executive Creative Director at DDB Sydney, commented, “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, added, “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 encourage Aussies to join in 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 March 28 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 set to launch soon.
CREDITS:
BR: 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
- Colorist – Edel Rafferty
- Color & 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
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