Mac Tonight
{{Short description|McDonald's advertising character}}
{{pp-sock|small=yes}}
{{Use American English|date=September 2024}}
{{Use mdy dates|date=November 2020}}
{{Infobox character
| name = Mac Tonight
| image = Mac Tonight Animatronic.JPG
| image_size =
| caption = Mac Tonight animatronic at Solid Gold McDonald's in Greenfield, Wisconsin, April 2006
| first = 1986
| creator = Davis, Johnson, Mogul & Colombatto
| portrayer = Doug Jones (1986–1997)
| voice = Brock Walsh (1986–1990) Eason Chan (2007–2010) Sharizan Borhan (2007)
| gender = Male
| occupation = Nighttime mascot for the McDonald's fast food restaurant chain
}}
Mac Tonight is a character that was used in marketing for McDonald's restaurants during the late 1980s. Known for his crescent moon head, sunglasses and piano-playing, the character played the song "Mack the Knife", which was made famous in the United States by Bobby Darin. Throughout the campaign, Mac was performed by actor Doug Jones and voiced by Brock Walsh.
Originally conceived as a promotion to increase dinner sales by Southern California licensees, Mac Tonight's popularity led McDonald's to take it nationwide on August 27, 1987.{{Cite news |date=1987-08-17 |title=Article clipped from Pensacola News Journal |url=https://www.newspapers.com/article/pensacola-news-journal/86586894/ |access-date=2024-02-21 |work=Pensacola News Journal |pages=14 |archive-date=February 21, 2024 |archive-url=https://web.archive.org/web/20240221013200/https://www.newspapers.com/article/pensacola-news-journal/86586894/ |url-status=live }} By 1988, the ad campaign had spread worldwide. In 1989, Bobby Darin's son, Dodd Mitchell Darin, sued McDonald's for allegedly infringing upon Darin's likeness. After the lawsuit, McDonald's stopped using the song. There were several attempts to reboot Mac Tonight in the US throughout the 1990s, but none of them took off.
History
=Original marketing campaign (1986–1989)=
The campaign, created by Jim Bennedict{{Cite web|url=https://rotationandbalance.blogspot.com/2011/01/where-credits-due.html|title=ROTATION AND BALANCE: Where credit's due|date=January 17, 2011|access-date=January 24, 2024|archive-date=January 24, 2024|archive-url=https://web.archive.org/web/20240124080626/https://rotationandbalance.blogspot.com/2011/01/where-credits-due.html|url-status=live}} and Peter Coutroulis, was created for Southern California McDonald's franchisees by Los Angeles advertising firm Davis, Johnson, Mogul & Colombatto,{{cite news |title=The Making of 'Mac Tonight' |last=Prescott |first=Eileen |url=https://www.nytimes.com/1987/11/29/business/the-making-of-mac-tonight.html |work=The New York Times |date=November 29, 1987 |access-date=February 28, 2015 |archive-date=July 15, 2021 |archive-url=https://web.archive.org/web/20210715084740/https://www.nytimes.com/1987/11/29/business/the-making-of-mac-tonight.html |url-status=live }} for a budget of around $500,000. Looking to increase the dinner business, the agency was inspired by the song "Mack the Knife" by Kurt Weill and Bertolt Brecht, made famous in the United States by Bobby Darin in 1959. The agency listened to different versions of it before opting to create an original version with new lyrics. After deciding not to feature real people, the designers settled on an anthropomorphic crooner moon on a man's body with 1950s-style sunglasses; the song and style were designed to appeal to baby boomers and a revival of 1950s-style music in popular culture. The character, who played a grand piano atop either a floating cloud or a giant Big Mac (hence the name), was intended to garner a "cult-like" following.
From 1986 to 1987, 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. With 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 aired that September. He attracted a crowd of 1,000 in Boca Raton, Florida. 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 over 27 out of the 29 commercials from 1986 to 1997. In 2013, he recalled "that's when my career took a turn that I was not expecting. I didn't know that was a career option."{{cite web|last=Radish|first=Christina|title=Doug Jones Talks FALLING SKIES Season 3, the Makeup Process, His Career, His Desire to Make HELLBOY 3, and More|url=http://collider.com/doug-jones-falling-skies-season-3-interview/|access-date=December 2, 2015|website=Collider|date=June 26, 2013|archive-date=December 8, 2015|archive-url=https://web.archive.org/web/20151208160547/http://collider.com/doug-jones-falling-skies-season-3-interview/|url-status=live}} Mac Tonight's voice was provided by Brock Walsh.{{Cite news |date=March 25, 1988 |title=Brock Walsh voice on "Mac Tonite" |url=https://www.newspapers.com/article/the-sault-star/135136162/ |url-status=live |access-date=February 6, 2024 |work=The Sault Star |pages=36 |archive-date=February 7, 2024 |archive-url=https://web.archive.org/web/20240207005330/https://www.newspapers.com/article/the-sault-star/135136162/ }}
In 1989, Bobby Darin's son Dodd Mitchell Darin alleged that the song infringed upon his father's trademark without prior permission. Darin filed both a lawsuit and an injunction for the song to be removed from both TV and radio ads.{{cite news|url=http://www.deseretnews.com/article/68596/DARINS-SON-SUES-MCDONALDS.html?pg=all|title=Darin's Son Sues McDonald's|work=Deseret News|date=October 15, 1989|access-date=August 30, 2012|archive-date=July 13, 2018|archive-url=https://web.archive.org/web/20180713010557/https://www.deseretnews.com/article/68596/DARINS-SON-SUES-MCDONALDS.html?pg=all|url-status=dead}} As a response to the lawsuit, McDonald's stopped airing the advertisements.
{{blockquote|They thought that I had co-opted his father’s singing style, and they filed suit for infringement of likeness. Specifically, my vocalization was apparently the issue. To me though, Bobby Darin wasn’t the imprint on that song. I was more influenced by guys like Frank Sinatra, Ray Charles and Louis Armstrong — Louis Armstrong was known for this song, too.
That brought the gravy train to a grinding halt. I do think, though, that this lawsuit coincided with the downturn of Mac Tonight ads as effective marketing anyway. I think McDonald’s looked at it like, "Do we really want to fuck with this? Isn’t it easier to just cut and run from the whole thing?" So that’s what they did. It’s cool, though. It’s a business. I get it.
I think they tried to change the song for a bit, but it just didn’t work. Mac was done soon after that.{{Cite web|url=https://melmagazine.com/en-us/story/mac-tonight-moon-man-oral-history|title=A Delicious Oral History of 'Mac Tonight'|date=January 21, 2022|access-date=January 11, 2024|archive-date=January 11, 2024|archive-url=https://web.archive.org/web/20240111091950/https://melmagazine.com/en-us/story/mac-tonight-moon-man-oral-history|url-status=live}}|author=Brock Walsh}}
In 1996, Mac Tonight appeared in an ad that aired only on the West Coast. Between 1997 and 1998, McDonald's sponsored NASCAR Hall of Famer Bill Elliott with Mac Tonight featured on his car.{{cite web|url=http://www.racing-reference.info/drivdet/elliobi01/1997/W|title=Driver Bill Elliott 1997 NASCAR Winston Cup Results|website=Racing-Reference.info|access-date=2 December 2015|archive-date=April 28, 2021|archive-url=https://web.archive.org/web/20210428030822/https://www.racing-reference.info/drivdet/elliobi01/1997/W|url-status=live}} 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.{{cite web|url=http://www.foxsports.com/nascar/shake-and-bake/jamie-jamie-mcmurray-unveils-mac-tonight-darlington-throwback-scheme-sprint-cup-081516|title=Jamie McMurray unveils 'Mac Tonight' Darlington throwback scheme|last=Jensen|first=Tom|date=August 15, 2016|website=FoxSports.com|access-date=August 30, 2016|archive-url=https://web.archive.org/web/20160815171625/https://www.foxsports.com/nascar/shake-and-bake/jamie-jamie-mcmurray-unveils-mac-tonight-darlington-throwback-scheme-sprint-cup-081516|archive-date=2016-08-15|url-status=dead}}
=Reintroduction in Southeast Asia (2006–2010)=
In 2006, McDonald's brought back the character in territories throughout Southeast Asia such as in Singapore, Malaysia, Indonesia, Philippines, Hong Kong, Taiwan, Thailand and China. The Asian-exclusive campaign featured an animated Mac Tonight dancing atop a McDonald's restaurant while singing and playing a saxophone.{{cite AV media|date=2007|title=Mac Tonight commercial in Southeast Asia|medium=commercial|publisher=McDonald's Corporation}} These commercials were made by Liquid Animation.{{Cite web |title=Liquid Animation » McDonalds – 'Mac Tonight' |url=http://www.liquidanimation.com/portfolio/mcdonalds-mac-tonight/ |access-date=2024-01-31 |archive-date=January 31, 2024 |archive-url=https://web.archive.org/web/20240131195206/http://www.liquidanimation.com/portfolio/mcdonalds-mac-tonight/ |url-status=live }}
"Mac Tonight Mad Dash" was a competition hosted on July 24, 2007, and broadcast in the Philippines; in the competition, 24 pairs of contestants had to race to visit McDonald's locations to solve puzzles.{{Cite web |last=Cavanlit |first=Carmi C. |title=Mac Tonight Mad Dash 2007 |url=https://www.philstar.com/cebu-lifestyle/2007/07/17/6426/mac-tonight-mad-dash-2007 |access-date=2024-01-31 |website=Philstar.com |archive-date=February 24, 2024 |archive-url=https://web.archive.org/web/20240224004849/https://www.philstar.com/cebu-lifestyle/2007/07/17/6426/mac-tonight-mad-dash-2007 |url-status=live }}
Production
=Mask=
The mask the actor wore was made by a makeup and practical effects artist called Steve Neill. It weighed over {{convert|10|lb}} and had the facial expressions motorized with animatronics. It needed three puppeteers to control the lip, jaw, and eyebrow movement.
New masks were made with more articulation and animatronics added. The Australian 1988 mask was made by Robert Bertie.{{Citation |title=Australian Mac Tonight commercial, head by Robert Bertie | date=February 17, 2019 |url=https://www.youtube.com/watch?v=7kSovFmeqCw |access-date=2024-01-25 |language=en |archive-date=January 25, 2024 |archive-url=https://web.archive.org/web/20240125051935/https://www.youtube.com/watch?v=7kSovFmeqCw |url-status=live }}
=Animatronics=
Several McDonald's restaurants in the early 1990s were fitted with Mac Tonight hydraulically powered animatronic figures built by Mannetron{{Cite web |last=Retroist |title=The History of Mac Tonight |url=https://www.retroist.com/p/the-history-of-mac-tonight |access-date=2024-01-11 |website=www.retroist.com |language=en |archive-date=January 16, 2024 |archive-url=https://web.archive.org/web/20240116021227/https://www.retroist.com/p/the-history-of-mac-tonight |url-status=live }} with the character playing a piano.{{Cite web|last=Ocker|first=J.W.|url=http://www.oddthingsiveseen.com/2012/03/mac-tonight.html|title=Mac Tonight|website=Odd Things I've Seen|date=March 21, 2012|access-date=2018-07-12|archive-date=July 16, 2021|archive-url=https://web.archive.org/web/20210716191328/https://www.oddthingsiveseen.com/2012/03/mac-tonight.html|url-status=live}} https://www.mannetron.com/animatronics One of the animatronics is in the World's Largest Entertainment McDonald's in Orlando, Florida.{{Cite news|last=Kubersky|first=Seth|url=https://attractionsmagazine.com/worlds-largest-entertainment-mcdonalds-opens-international-drive/|title=World's Largest Entertainment McDonald's reopens on International Drive|date=2016-03-16|work=Attractions Magazine|access-date=2018-07-12|archive-date=May 15, 2021|archive-url=https://web.archive.org/web/20210515183147/https://attractionsmagazine.com/worlds-largest-entertainment-mcdonalds-opens-international-drive/|url-status=live}}
Legacy
Ronald McDonald House Charities started the annual Mac Tonight Gala fundraiser, which was renamed Masquerade Ball in 2018.{{Cite web |title=LARMH Masquerade Ball on November 3rd, 2018 : Ronald McDonald House Charities of Southern California |url=http://rmhcsc.org/chapter/events/view/306 |access-date=2024-01-31 |website=rmhcsc.org |archive-date=January 31, 2024 |archive-url=https://web.archive.org/web/20240131194355/https://rmhcsc.org/chapter/events/view/306 |url-status=live }}
Mac Tonight has a heavy association with vaporwave and appeared on the cover of the split album Late Night Delight by Saint Pepsi and Luxury Elite,{{cite magazine |last=Beauchamp |first=Scott |date=August 18, 2016 |title=How Vaporwave Was Created Then Destroyed by the Internet |url=http://www.esquire.com/entertainment/music/a47793/what-happened-to-vaporwave/ |url-status=live |archive-url=https://web.archive.org/web/20160819033643/http://www.esquire.com/entertainment/music/a47793/what-happened-to-vaporwave/ |archive-date=2016-08-19 |access-date=August 26, 2016 |magazine=Esquire}}{{cite web |last=Minor |first=Jordan |date=May 19, 2016 |title=McDonald's Mac Tonight should make a comeback as the lead in a fast food cinematic universe |url=http://www.geek.com/news/meet-mac-tonight-mcdonalds-magnificent-spokesmoon-1655555/ |url-status=dead |archive-url=https://web.archive.org/web/20160520123508/http://www.geek.com/news/meet-mac-tonight-mcdonalds-magnificent-spokesmoon-1655555/ |archive-date=2016-05-20 |access-date=August 25, 2016 |website=Geek.com}} where he became an icon of the genre.{{Cite web |last=Bowe |first=Miles |date=June 10, 2019 |title=Acid Test: Harsh Electronics, Spoken Word, A Vaporwave Classic, & More |url=https://daily.bandcamp.com/acid-test/acid-test-miles-bowe-bandcamp-may-2019 |url-status=live |archive-url=https://web.archive.org/web/20200128171131/https://daily.bandcamp.com/acid-test/acid-test-miles-bowe-bandcamp-may-2019 |archive-date=January 28, 2020 |access-date=October 13, 2023 |website=Bandcamp Daily |at=sec. Luxury Elite / Saint Pepsi – Late Night Delight}}
= ''Late Night with Seth Meyers'' =
Mac Tonight re-emerged in 2021 as part of the online-only series, Corrections, hosted by comedian and Late Night talk show host Seth Meyers.{{Cite web |last=Spiegel |first=Josh |date=2024-07-23 |title=Seth Meyers' Corrections Is Must-See TV (on the Internet) |url=https://latenighter.com/features/seth-meyers-corrections-must-see-tv/ |access-date=2024-12-21 |website=LateNighter |language=en-US}} After mentioning in episode 25 that Mac Tonight gave him nightmares,{{Cite AV media |url=https://www.youtube.com/watch?v=qEA0yONxL6Y |title=CORRECTIONS Episode 25: Week of Monday, October 11 |date=2021-10-15 |last=Late Night with Seth Meyers |access-date=2024-12-21 |via=YouTube}} Meyer's viewers, known as Jackals, sent Mac Tonight merchandise to his PO Box, which he then shared on subsequent episodes.{{Cite news |date=2024-10-23 |title=Seth Meyers Isn’t as Nice as You Think He Is |url=https://www.nytimes.com/2024/10/23/arts/television/seth-meyers-late-night.html |archive-url=http://web.archive.org/web/20241212191547/https://www.nytimes.com/2024/10/23/arts/television/seth-meyers-late-night.html |archive-date=2024-12-12 |access-date=2024-12-21 |language=en}} In episode 100, Mac Tonight finally appeared, seemingly killing Meyers and ending the series.{{Cite AV media |url=https://www.youtube.com/watch?v=LFu-xRkhDp0 |title=CORRECTIONS Episode 100: Week of Monday, April 8 |date=2024-04-11 |last=Late Night with Seth Meyers |access-date=2024-12-21 |via=YouTube}} However, Corrections continued with subsequent episodes.
=Moon Man=
Moon Man is an Internet meme and unofficial parody of Mac Tonight that originated in 2007 on the Internet meme community YTMND, in which the character is depicted as being a white supremacist.{{cite web | title=Moon Man | website=Anti-Defamation League | url=https://www.adl.org/resources/hate-symbol/moon-man | access-date=2024-07-26}}{{cite web | title=Rape, Murder, Violent Racism: The Weirdest McDonald's Ad Campaign Ever | first=Timothy | last=Burke | website=Deadspin | date=2014-12-22 | url=https://deadspin.com/rape-murder-violent-racism-the-weirdest-mcdonalds-ad-1673970057/ | access-date=2024-07-26}} Moon Man videos are parodies of songs with racist and violent lyrics. A Salon article compared Moon Man to Pepe the Frog, another meme and hate symbol. By 2016, YouTube was removing Moon Man videos for violating its community guidelines on hate speech, and AT&T, whose text-to-speech software was used to create the meme, had edited it to filter out the character's name and obscenities.{{cite web |last=Sheffield |first=Matthew |date=25 October 2016 |title=Meet Moon Man: The alt-right's racist rap sensation, borrowed from 1980s McDonald's ads |url=http://www.salon.com/2016/10/25/meet-moon-man-the-alt-rights-new-racist-rap-sensation-borrowed-from-1980s-mcdonalds-ads/ |url-status=live |archive-url=https://web.archive.org/web/20190129183009/https://www.salon.com/2016/10/25/meet-moon-man-the-alt-rights-new-racist-rap-sensation-borrowed-from-1980s-mcdonalds-ads/ |archive-date=2019-01-29 |access-date=2024-07-25 |work=Salon}} In 2019, the Anti-Defamation League added Moon Man to their database of hate symbols.{{cite news|url=https://apnews.com/48ae1303568b4b21813adb3bd6d592e5|title='OK' hand gesture, 'Bowlcut' added to hate symbols database|date=September 26, 2019|first=Michael|last=Kunzelman|work=Associated Press|access-date=2020-11-24|archive-date=March 8, 2021|archive-url=https://web.archive.org/web/20210308004945/https://apnews.com/48ae1303568b4b21813adb3bd6d592e5|url-status=live}} A mod for the video game Doom featuring Moon Man as the playable character and racist stereotypes as enemies was also created.
Referring to Moon Man, Mac Tonight co-creator Peter Cotroulis said in 2022 that he would "love to bring Mac back" but that "with how he’s been twisted in recent years, I don’t think that will ever happen now".