McDonald's Celebrates the 50-Year-Old Big Mac Alongside Mullets and Clunkers

Spot by TBWA Highlights the Power of 'Unchangers'

By Alexandra Jardine. Published on Jan 08, 2018

Editor's Pick

McDonald's is celebrating 50 years of the Big Mac, and to mark it, here comes an ad from Belgium which centers aroud the idea that some things are better off unchanged.

The spot, by TBWA/Brussels, pays tribute to some unsung heroes-- "Unchangers," or those who don't move with the times. The montage of humorous scenarios includes folks who haven't got rid of their mullet hairstyle, eschew newfangled smartphones, drive a car held together with duct tape -- you get the picture. It's basically the antithesis of your typical millennial ad about celebrating new experiences. "Why would we change what we don't want to change?" asks the voiceover, before cutting to the Big Mac.

Jeroen Mol of Sake directed the spot, which will air on Belgian TV and online, encouraging people to post on social media about the power of "unchanging."

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Jan 08, 2018
TBWA Brussels
McDonald's (Belgium)

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