In 1989, Bobby Darin's son Dodd Mitchell Darin claimed that the song infringed upon his father's trademark without prior permission and filed a lawsuit as well as an injunction for the song to be removed from both TV and radio ads. Director Peter Coutroulis, who won a Clio Award for a previous campaign for Borax, pitched several commercials which did not air, including an E.T.-like one in which two astronomers watch Mac Tonight drive his Cadillac through the sky. I didn't know that was a career option." Mac Tonight's voice was provided by Roger Behr. Years later in 2013, he recalled "hat's when my career took a turn that I was not expecting. ĭoug Jones performed Mac Tonight for over 27 commercials for three years. ![]() A September 1987 survey by Ad Watch found that the number of consumers who recalled McDonald's advertising before any other doubled from the previous month, and was higher than any company since the New Coke launch in 1985. During this period, Happy Meal toys modeled after the character were also released at participating McDonald's restaurants. Despite concerns that he was too typical of the West Coast, in February 1987 it was decided that the character would feature on national advertisements which went to air that September and he attracted a crowd of 1,000 in Boca Raton, Florida. A crowd of 1,500 attended the visit of a costumed character to a Los Angeles McDonald's. McDonald's said that the campaign had "great success" while trade magazine Nation's Restaurant News announced that it had contributed to increases of over 10% in dinnertime business at some Californian restaurants. įrom 1986 to 1987, the campaign expanded to other cities on the American West Coast. The character, who played a grand piano atop either a floating cloud or a giant Big Mac (hence the name), was intended to garner a "cult-like" following, e.g. After deciding not to feature real people or celebrities, the designers settled on an anthropomorphic crooner moon on a man's body with 1950s-style sunglasses the song and style were designed to appeal to baby boomers and a revival of 1950s-style music in popular culture. dinner business, the agency was inspired by the song " Mack the Knife" by Kurt Weill and Bertolt Brecht, which was made famous in the United States by Bobby Darin in 1959 and listened to different versions of it before opting to create an original version with new lyrics. The campaign was created locally for California McDonald's franchisees by Los Angeles advertising firm Davis, Johnson, Mogul & Colombatto. History Original marketing campaign (1986–1989) Although McDonald's ceased airing the commercials and retired the character after settling a lawsuit brought by Darin's estate in 1989, the company reintroduced the character 19 years later throughout Southeast Asia in 2007. Originally conceived as a promotion to increase dinner sales by Southern California licensees, Mac Tonight's popularity led McDonald's to take it nationwide in 1987. Throughout the campaign, Mac was performed by actor Doug Jones in his fourth Hollywood job and voiced by Roger Behr. ![]() Known for his crescent moon head, sunglasses and piano-playing, the character used the song " Mack the Knife" which was made famous in the United States by Bobby Darin. Mac Tonight is a fictional character used in the marketing for McDonald's restaurants during the late 1980s. Nighttime mascot for the McDonald's fast food restaurant chain Doug is married and lives in California.Mac Tonight animatronic at Solid Gold McDonald's in Greenfield, Wisconsin, April 2006 box office in the spring of 2004, that has brought him an even higher profile and much praise from audiences and critics alike. But it is his sensitive and elegant performance as 'Abe Sapien' in Hellboy (2004), which stormed to the top of the U.S. (2002) with Nicolas Cage and indie projects such as Phil Donlon's A Series of Small Things (2005). Although known mostly for his work under prosthetics, he has also performed as 'himself' in such highly-rated films as Adaptation. After a hitch in theater in Indiana, he moved to Los Angeles in 1985, and has not been out of work since - he's acted in over 25 films, many television series (Including the award-winning Buffy the Vampire Slayer (1997), his episode 'Hush' garnered two Emmy nominations) and over 90 commercials and music videos with the likes of Madonna and Marilyn Manson. He learned mime at school, joining a troupe and doing the whole white-face thing, and has also worked as a contortionist. ![]() After attending Bishop Chatard High School, he headed off to Ball State University, where he graduated in 1982 with a Bachelor's degree in Telecommunications, with a minor in Theatre. The youngest of four brothers, Doug Jones was born on in Indianapolis, Indiana, and grew up in the city's Northeastside.
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