The Iconic 'Big Mac Chant' Is Back

 McDonald’s Australia has launched a new version of the iconic Big Mac ad with the chant “Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun."  

The original commercial debuted in 1974. It was created by Keith Reinhard and his creative team at Needham Harper & Steers, which later became DDB where Reinhard served as chairman and CEO from 1986 until 2002. He remains chairman emeritus. 



Titled “The Original Mouthful,” the company worked with DDB Sydney and OMD on the effort.  

A 60-second anchor film, directed by Revolver’s Leilani Croucher, takes burger fans back to 1968, when the Big Mac was created. The film then travels through the Big Mac's evolution across the decades.  

"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,” said executive creative director, DDB Australia. “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 campaign represents, “McDonald’s ‘feel good marketing’ at its best and there’s a lot more exciting stuff to come, so stay tuned.”  

The campaign is rolling out this month and features TV, online video, out-of-home, radio, digital audio, social, print, POS, PR and influencers. Additional elements are also in the works.  

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