Mac Tonight

Mac Tonight Animatronic

Bill Elliott Mac Tonight Thunderbird Richmond September 1997

Mac Tonight is a fictional character used in the marketing for McDonald's restaurants during the late 1980s. Created to appeal to adult diners, Mac Tonight's character was a suave, sunglasses-wearing crescent moon who played a piano atop a cloud in television commercials. The character was intended to increase nighttime sales by associating the fast-food chain with a more sophisticated evening atmosphere. The name "Mac Tonight" and the character's moon motif were inspired by the song "Mack the Knife," made famous by Bobby Darin in 1959, though the advertisements did not use Darin's version of the song.

Creation and Concept

The Mac Tonight character was developed by the advertising agency Davis, Johnson, Mogul & Colombatto for the McDonald's Southern California regional market, with the first commercial airing in 1986. The campaign was later rolled out nationwide due to its initial success. The character's design, featuring a large crescent moon head with sunglasses, was meant to evoke a cool, smooth image, appealing to adults and encouraging them to consider McDonald's as a dinner option.

Advertising Campaign

The Mac Tonight advertising campaign featured the character playing a piano in a variety of nocturnal settings, often floating on a cloud. The commercials used a jingle based on the melody of "Mack the Knife" with lyrics altered to center around McDonald's menu items and the appeal of dining at McDonald's during the evening hours. The campaign was a significant departure from McDonald's typical family-oriented marketing, targeting a more adult demographic with its late-night dining message.

Cultural Impact and Controversy

Mac Tonight became a recognizable mascot for McDonald's, with a range of promotional items and merchandise produced featuring the character. However, the use of the "Mack the Knife" melody led to legal challenges. The estate of Bobby Darin, along with the publishers of the original song, filed a lawsuit against McDonald's for copyright infringement. The case was settled out of court, with the terms not disclosed to the public.

In the years following the campaign, Mac Tonight has seen a resurgence in popularity on the internet, often in contexts unrelated to the original advertising campaign. The character has been appropriated by various online communities, leading to a form of cult status.

Legacy

While the Mac Tonight campaign was eventually phased out in the early 1990s, the character remains a notable part of McDonald's advertising history. The campaign is remembered for its unique approach to targeting adult customers and is considered a significant piece of 1980s pop culture. Mac Tonight is occasionally referenced in modern media and continues to have a presence in online communities, showcasing the lasting impact of the character.