McDonald’s is celebrating half a decade of its most famous double patty with a nostalgic look back through the Big Mac’s five decades in existence.
The campaign’s hero film revisits a swathe of burger-based ‘first times’ from the 1970s to the present day. Accompanied by the guitar riff of INXS’s New Sensation, the 60-second film also lovingly revisits the 20th century’s questionable fashion trends, such as moustaches, flares, shell suits and perms, as well as the old-school interiors of McDonald’s restaurants.
Created by Leo Burnett London, the spot lands today (6 February) alongside celebratory print, digital, press and social materials. McDonald’s has also taken the BFI Imax’s exterior in central London, turning the domed out of home into a giant Big Mac.
Chaka Sobhani, chief creative officer at Leo Burnett London, said: “This campaign really has been a labour of love. The classic colours, the shapes and the designs brought back a flood of happy memories for us all. And we were reminded of what a ubiquitous role McDonald’s has played in our cultural life in the UK.
“We hope audiences enjoy watching it as much as we enjoyed researching it and remember fondly when they had their own first delicious Big Mac moment."