McDonald’s Australia has launched a nostalgic homage to the legendary Big Mac via creative agency DDB Sydney and media agency OMD, reviving the classic chant: “Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”
Directed by Leilani Croucher, ‘The Original Mouthful’ film pays homage to the enduring popularity of the Big Mac over the decades in Australian culture, including the chant that was a familiar refrain in the ’70s, ’80s, and ’90s.
The campaign leverages DDB’s creative legacy with the fast food brand. The original Big Mac chant was created by DDB’s then creative leader, Keith Reinhard, who is still chair. emeritus of DDB today.
DDB Sydney’s 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 added: “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.”
The fully integrated marketing campaign is set to debut today, with an April rollout launching across TV, online video, radio, digital audio, social media, print, POS, PR, influencer partnerships, and further elements to launch soon.
To get Australians chanting, the campaign has launched a large-format digital OOH campaign that combines the Big Mac chant lyrics with a close-up shot of the burger. A teaser campaign for the work debuted on 28 March, featuring snippets of #TheOriginalMouthful.
McDonald’s teamed up with the creative agency last month to launch a campaign celebrating the return of the Australian footy season. Narrated by league commentator Ray Warren, the campaign features prominent figures from the world of rugby league, including Mitch Moses, Kezie Apps, Reuben Cotter, Jai Arrow, Sam Thaiday, Ricky Stuart, and Wally Lewis, among others.
See also: DDB Sydney secures creative duo from The Monkeys, Emmalie Narathipakorn and Seamus McAlary
‘The Original Mouthful’ campaign continues DDB Sydney’s recent run of work, after the agency launched RooBadge last week for Volkswagen.
The regional road safety innovation produced in partnership with wildlife rescue organisation designed to fit over a Volkswagen’s front badge, emits a warning signal to kangaroo species as vehicles approach. After four years of product development, trials are now set to begin.
This week, DDB Melbourne also launched a black and white campaign for paint brand Berger.
Shot by acclaimed photographer Stephen Dupont, the film aims to establish a contemporary brand by portraying the craftsmanship and hard work of professional trade painting.
See also:
DDB and VW launch RooBadge, designed to save kangaroos and cars
DDB Melbourne shares trade secrets for 100-year-old paint brand Berger
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
Leilani Croucher – Director
Pip Smart – Manager director / co-owner
Michael Ritchie – Executive producer / partner
Serena Paull – Senior producer
Andrew Commis – DOP
Damien Drew – Production designer
Sophie Fletcher – Costume designer
Post Production: ARC Edit
Daniel Fry – Executive producer
Sally Quade – Producer
Elise Butt – Editor
Carly Anne Kenneally – First assistant editor
Harrison Carr – Second assistant editor
Edel Rafferty – Colourist
Jack Wilson-Lee – Colour and online assistant
Richard Lambert – Online artist
Patrick Campbell – Online artist / VFX
Sound & Music: Smith & Western
Nick West & Dan Higson – Sound
Media: OMD
Emily Bosler – Head of McDonald’s
Zoe May – Head of strategy
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