Random Mac Tonight, Piano-Playing Moon Man Who Got McDonald’s Sued (11 items)

• 

  (#9) McDonald’s Discontinued The Character, Though A CGI Version Of Mac Showed Up In A Series Of Ads In Southeast Asia

  McDonald’s tried to continue emulating Mac’s late-night cool with ads featuring Ronald McDonald behaving like an adult and doing “adult things,” like wearing a suit, dancing to disco, and shooting pool. Unfortunately, these post-Mac ads came across as awkward and were ultimately a failure.

  The company looked back to prior advertising successes for inspiration, and Mac Tonight briefly resurfaced as a result. The first time he reappeared was in 1996-97 for fresh US ads featuring Mac surrounded by office types letting their hair down to enjoy Big Macs and fries. But it was too little, too late. Mac had lost his coolness, coming off as forced and dated rather than smooth, and he was phased out once again.

  Then, in 2007, he reappeared once more, this time in CGI form for Southeast Asian markets, where he was received well by audiences, only to disappear a third time.
• 

  (#3) McDonald's Ads Were Extremely Kid-Focused, And The Company Needed Something To Boost Dinnertime Business

  Jones may have breathed life into the McDonald's "Moon Man," as he would become known, but it was the Los Angeles ad agency Davis, Johnson, Mogul & Colombatto Inc. that conceived of the Mac Tonight commercials. The campaign took nearly a year to create and execute.

  In 1987, the firm launched four local TV spots on a budget of $500,000. The success of Mac Tonight propelled the firm further into success, eventually acquiring such clients as US Borax, the Chief Auto Parts division of Southland Corp., and Knott's Berry Farm.

  As for McDonald's, the fast food giant has a history of successful marketing tactics - the invention of McDonaldland being one particularly strong example. Launched in 1971 via the ad agency Needham, Harper & Steers, McDonaldland allowed the restaurant chain to expand beyond commercials and into kids' everyday lives in the form of toys and PlayPlaces. This campaign was wildly successful with children, but left older audiences feeling out of touch with McDonald's. The company also found its dinnertime numbers sagging.

  As a result, McDonald's decided to undertake a new marketing campaign targeting adults and the dinner crowd.
• 

  (#8) In 1989, Darin’s Son Sued McDonald’s For Unlawfully Co-Opting His Father’s Mannerisms

  It seemed like nothing could take Mac Tonight down. The character was so popular, there was even talk of him replacing Ronald McDonald as the company’s primary spokesman!

  However, the unlicensed use of Darin’s catchy slaying ballad would come back to haunt the burger chain in 1989. It turns out McDonald’s never paid for the rights to Darin’s likeness or his classic rendition of “Mack the Knife.”

  The singer's son, Dodd Darin, caught wind of the advertising and filed a suit seeking damages along with an injunction halting the Mac Tonight commercials. The suit was eventually dropped by Dodd, but McDonald’s chose to discontinue the character in 1990. Just a few years after it launched, the Mac Tonight ad campaign was dropped.

  Or was it?
• 

  (#5) Mac Tonight Was Such An Instant Hit, The Campaign Went National In 1987

  Whether it was the change in tone, influence from an already popular icon, or the catchy jingle, Mac Tonight became an overnight success. The commercials were aired throughout the West Coast in January and February of 1987 to rave reception before McDonald’s decided to go national with the campaign.

  By the fall of that year, Mac was crooning about dinnertime just like a burger-happy Darin on TV sets across the country.

  At the time, McDonald’s was the nation’s ninth-largest advertiser, so going national with its homegrown ad meant big business for Davis, Johnson, Mogul & Colombatto.
• 

  (#7) Singing Animatronic Mac Tonights Were Constructed In McDonald’s Locations Around The Country

  As a result of Mac’s overwhelmingly positive reception, the campaign was expanded to include in-store experiences in addition to commercials. Real-life Macs performed at restaurant locations around the country, often drawing crowds exceeding 1,500.

  Singing, piano-playing animatronics followed shortly thereafter, transforming the previously kid-centric McDonald’s interiors into lively Mac Tonight sets. When the animatronics eventually broke, they remained in place as stationary statues.

  Mac-themed decor would probably still be a commonplace sight while visiting McDonald’s had it not been for the events that followed shortly thereafter.
• 

  (#1) ‘Mac Tonight’ Was The First Acting Role Of Doug Jones, Who Would Go On To Play Monsters In ‘Hocus Pocus’ And ‘Pan’s Labyrinth’

  All successful actors initially earn their chops in minor roles or filming TV commercials. Doug Jones was no different. He landed his screen debut when he got the part playing Mac Tonight in 1987, and ended up starring in 27 of the popular noir-cool ads.

  It would be a sign of things to come. Although Jones had initially set his sights on becoming a sitcom star, his 6-foot-3, wire-thin frame and contortionist-like abilities would earn him a prolific career as a costume actor. Jones is one of the most successful modern actors - with one of the least familiar faces. Since starring as Mac Tonight, he's earned more than 150 acting credits spanning more than three decades. His many fantastical portrayals include Billy Butcherson in the cult classic Hocus Pocus; a creepy, thin clown in Batman Returns; a contortionist on The Weird Al Show; Abe Sapien in the Hellboy series; Amphibian Man in The Shape of Water; and a pair of iconic modern creatures in Pan's Labyrinth.

  Years later, the actor has fond memories of his McDonald's role. On March 9, 2017, the actor celebrated the 30th anniversary of his acting career with a throwback Twitter post honoring his role as the unforgettable character.

New Random Displays    Display All By Ranking