McDonald’s revives Big Mac challenge in new campaign

The Original Mouthful campaign puts a contemporary twist on a classic McDonald’s competition with the help of a Snapchat lens

McDonald’s fans from the 70s, 80s and 90s might remember the Big Mac chant that reeled off all the ingredients in the burger: “Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun.”

The jingle has been brought back by McDonald’s Australia in a series of TV spots directed by Leilani Croucher that mimic the vibe of those three decades, from the picture quality down to the clothing.

The spots were created as part of a new spin on the Big Mac challenge, first launched in 1987, where customers could win a free burger if they could recite the whole chant in under four seconds.

Rather than getting people to perform the challenge in-store as they would have done back in the day, customers today can have a go from home with the help of a Snapchat lens.

The lens uses speech recognition to check all the ingredients have been correctly listed out in time, before rewarding successful attempts with a voucher code within the app. Slightly confusingly, people won’t get a free Big Mac this time around, but can get a complimentary fries and drink when you buy a burger.

The Original Mouthful campaign – created by DDB Sydney, adam&eveDDB and OMD – was teased with OOH ads featuring cut-off copy to illustrate the challenge of getting the chant out in time. The OOH ads might not be immediately obvious to everyone, but are likely to catch the attention of McDonald’s fans who remember the Big Mac chant the first time around.

It’s a ‘you had to be there’ approach that’s proven popular with the likes of Müller, which launched a hypnotic campaign last summer geared towards fans of the 1990s Magic Eye craze.

Billboard featuring a deliberately cut-off line that reads 'ckles, onio'
Public transport stairway with an overheard billboard featuring a deliberately cut-off line that reads 'ecial sau'

Creative Agency: DDB Sydney
National CCO: Stephen de Wolf
Executive Creative Director: Matt Chandler
Group Creative Partner: Cam Hoelter
Senior Creatives: Stephanie Allen, Andrew Torrisi
Senior Designer: Paul Jansen
Junior Creatives (Social): Sophie Hackett, Amy Morrison
Creative Agency: adam&eveDDB London
CCO: Richard Brim
Production Company: Revolver
Director: Leilani Croucher
DOP: Andrew Commis
Production Designer: Damien Drew
Costume Designer: Sophie Fletcher
Post Production: ARC Edit
Sound and Music: Smith & Western Sound