McDonald's goes deliciously retro in French ads for the Big Mac's half century

Ads by TBWA/Paris recreate looks from four decades, but the burger stays the same

Published On
Nov 16, 2018

Editor's Pick

McDonald's has been celebrating the 50th anniversary of the Big Mac all year, and the work just keeps on coming.

A number of ads by TBWA offices around the world have emphasized how the burger has stayed the same throughout the changing looks and styles of the decades, including a set of posters that contrast 2018 with previous years like 1968.  The latest work, from TBWA/Paris, is a print and digital campaign that takes a funny look at what the McDonald's customer themselves looked like in the '60s, '70s, '80s and '90s --think beehives, golfing sweaters, big hair and shoulder pads, stonewashed jeans and more.

As well as the posters, there's a fun digital element: with interactive Facebook and Snapchat filters that allow participants to take a step back in time as well by asking them what they looked like during the different decades.