That pays tribute to how loved Big Mac's were throughout the decades.
The world's oldest burger chant is back, proving the Big Mac is ‘The Original Mouthful’.
McDonald’s Australia, DDB Sydney and OMD have partnered to reintroduce the Big Mac chant in the first phase of a fully integrated campaign, featuring a TV campaign and out-of-home executions, launching today.
Big Mac lovers from the '70s, '80s and '90s will remember the classic chant: "Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun."
That legacy 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 Australian vernacular.
The TV campaign directed by Revolver’s Leilani Croucher leans into the Big Mac’s 56-year legacy. A 60-second hero film takes burger fans back to 1968, when Big Mac creator, Jim Delligatti, initially devised the 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, 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," he said.
"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.”
McDonald's Australia marketing director Samantha McLeod said the challenge of introducing a new generation of Australians to the Big Mac and the much-loved chant was something the team 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," she said.
To prompt Australians 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 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 to launch soon.
Credits:
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
