Mac Tonight is a fictional character who appeared in television commercials for McDonald's restaurants in the 1980s, known for his crescent moon head, sunglasses, and piano-playing. The campaign used the song "Mack the Knife", made famous by Bobby Darin. Mac was portrayed by actor Doug Jones in his first Hollywood job.
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. McDonald's ceased airing the commercials after settling a lawsuit brought by Darin's estate, although the character was reintroduced in Southeast Asia in 2007.
Video Mac Tonight
History
The campaign was created locally for California McDonald's franchisees by Los Angeles firm Davis, Johnson, Mogul & Colombatto. Intended to increase the after-4pm dinner business, the advertisers were inspired by the song "Mack the Knife", made famous in the United States by Bobby Darin in 1959, and listened to different versions of it before deciding to have an original version with new lyrics. After deciding not to feature real people or celebrities, the designers settled on a crooner moon on a man's body, with 1950s-sunglasses; the song and style were playing to a high population of baby boomers and a recent revival of 1950s-style music. The character, who plays a piano on a floating cloud, was intended to garner a "cult-like" following, like Max Headroom. Director Peter Coutroulis, who won a Clio Award for a previous campaign for Borax, pitched several spots which did not air, including a "Spielberg-like" one in which two astronomers observe Mac Tonight driving his Cadillac through the sky.
After Christmas 1986, the campaign expanded to other cities on the American West Coast. 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. A crowd of 1,500 attended the visit of a costumed character to a Los Angeles McDonald's. 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. Happy Meal toys of the character were also produced. 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.
Doug Jones performed Mac Tonight for 27 spots over three years. In 2013, he said that "[T]hat's when my career took a turn that I was not expecting. I didn't know that was a career option.". Mac Tonight's voice was provided by Roger Behr.
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. In 1997 and 1998, McDonald's sponsored NASCAR Hall of Famer Bill Elliott, with Mac Tonight featured on his car. In 2016, the Mac Tonight theme was McDonald's driver Jamie McMurray's Chip Ganassi Racing No. 1 Chevrolet SS throwback scheme for Darlington Raceway's Southern 500.
Mac Tonight was reintroduced in advertisements in Southeast Asia in 2007.
Maps Mac Tonight
In popular culture
- The Simpsons episode "Kiss Kiss Bang Bangalore" featured a cardboard cutout of Mac Tonight.
- Mac Tonight was also featured on the cover of Saint Pepsi's album Late Night Delight (with Luxury Elite). A commercial featuring Mac Tonight was also used as the (unofficial) music video for Saint Pepsi's song "Enjoy Yourself", which has 10 million views on YouTube (as of December 2017).
Moon Man
Moon Man is a redpilled alternative interpretation of Mac Tonight that advocates white supremacy, terrorism and genocide. The character was created in 2007 by the user farkle on the internet community YTMND, showing a video loop of Mac Tonight with the nonsense reggaeton song "Chacarron Macarron" by El Chombo in the background. Using a text-to-speech program by AT&T, more Moon Man pages were created, some of which included the program uttering "KKK" repeatedly in the background audio. Other users made Moon Man sing and rap. The first such video had him performing "Money in the Bank" by Lil Scrappy, with few lyrical changes apart from Moon Man's name being inserted into the song and a chorus chanting for the Ku Klux Klan ("KKK, KKK, KKK"). Further videos were made portraying Moon Man as a racist.
In 2015, the meme spread to websites such as 4chan and 8chan, as part of the so-called "alt-right" movement. New songs were made supporting Donald Trump and police brutality and celebrating the Pulse nightclub shooting. YouTube consistently removes Moon Man videos for violating its community guidelines on hate speech, and AT&T has edited its text-to-speech software to filter out the character's name and obscenities. Left-wing news site Salon compared Moon Man to Pepe the Frog, another meme labeled as a hate symbol.
Charles C. Johnson raised funds for a pro-Trump billboard in the battleground state of Pennsylvania ahead of the 2016 election, depicting Pepe the Frog as Trump guarding the wall on the Mexican border, and Moon Man in the background.
References
External links
- Information on Mac Tonight at Advertisingiconmuseum.com
- Doug Jones as 'Mac Tonight'
Source of article : Wikipedia
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