THE ORIGINAL MOUTHFUL IS BACK: McDONALD'S AND DDB BRING BACK THE CLASSIC BIG MAC CHANT IN MAJOR CAMPAIGN

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: https://youtu.be/0QL1XQhw8mM

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]