Macca’s brings back iconic Big Mac chant in first phase of new campaign, via DDB
McDonald’s Australia is paying tribute to one of its classic burgers – the Big Mac – in a new spot that brings back the old (and iconic) Big Mac chant, via DDB Sydney.
Travelling back through the Big Mac’s evolution over the decades, the revived chant ad showcases how the burger itself has stood the test of time while everything around it has changed. It leans heavily into the Big Mac’s 56-year legacy, paying tribute to how loved the burger has been since 1968.
With an aim to engage a new generation of Big Mac fans, and take a trip down memory lane with old generations, the TVC and out-of-home executions that launched on Thursday morning are the first phase of a fully integrated campaign.
“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,” said DDB Sydney’s ECD, Matt Chandler.
“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.”
The campaign draws on DDB’s history too – as the original Big Mac chant ad was developed by DDB’s then creative leader, and current Chairman Emeritus, Keith Reinhard.
McDonald’s Australia’s marketing director, Samantha McLeod, said the challenge of introducing a new generation of Aussies 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.
The campaign is rolling out across TV, online video, OOH, radio, digital audio, social, print, POS, PR, influencers, and partnerships with more 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 & nusic: 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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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Big Mac
Campaign
DDB
DDB Sydney
Keith Reinhard
Macca's
Matt Chandler
McDonald's
McDonalds Australia
Samantha McLeod
The Original Mouthful
What a mess….
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