Big Mac Never Went Out of Style, Say Retro Ads for Its 50th Birthday

A sandwich that stood the test of time

Trends come and go, but the Big Mac has stayed fashionable by not changing with the times, according to a fun McDonald's print campaign by TBWA\Paris. 

Four ads were shot portrait-style in period fashions, with the models each holding a Big Mac, which is celebrating its 50th birthday in 2018. "A lot has changed over the past 50 years, from sports, technology and culture to politics and fashion. In fact, pretty much everything has changed—except the Big Mac," the agency explains. 

"The casting was key in this project," agency executive creative directors Benjamin Marchal and Faustin Claverie tell Muse in an email. "We wanted to be as realistic as possible. We had to find people who looked like people from the '60s or '70s, for example. Funny faces wearing wigs would have been a disaster to us. Making fun of these people was never our goal." 

They add: "All these characters had to look like people who were cool at their time. They were hip and trendy at one point. They are just out of fashion today, and the fun is coming from the fact that fashion was so radical at their time." 

Interactive Facebook and Snapchat filters will allow users to take a step back in time, much as the print ads do. 

Agency: TBWA\Paris
Advertiser Managers: Maurizio Biondi, Clémence Arnaud, Floriane Triacca
Agency Managers: Luc Bourgery, Marc Fraissinet, Agathe Bruneau, Priscilla Vaudevire
Executive Creative Directors: Benjamin Marchal and Faustin Claverie
Artistic Director: Philippe Taroux
Copywriter: Benoit Leroux
Art Buyer: Elise Kubler
Photographer: Felipe Barbosa

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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