Big Mac – Think with your mouth

I’m a Burger King man myself, I hate Big Macs, disgusting sauce. I was quite partial to a Chicken Maharajah Mac during my spell in the colonies, but I didn’t have Burger King to fall back on there. I was recently rather critical of one of their recent UK efforts so by way of redressing the balance I’d like to say that I really like these new Big Mac ads from over in that America.

An iconic product given the treatment it deserves – space to speak for itself and be the hero. You don’t need to make claims about something like the Big Mac (if you do about very much at all.) You just need to celebrate it in an interesting way. Also, 15 seconds each. Brilliant. You don’t need 90 seconds to make interesting ads. Don’t let anyone tell you that you do. Not to say, of course, that you can’t also make blinding long ads. Horses for courses (beef/horse substitution pun entirely intended.)

They put me in mind of MTV idents from back in the days when the ‘M’ in MTV actually meant something. A cynic might add that ‘Think with your mouth’ is a sensible way for McDonald’s to go given that thinking with anything else would lead you to avoid Big Macs altogether, but obviously I would never say such a thing.