Hasta La Creative!

From the Big Mac Chant Off on MySpace:

According to The New York Times, McDonald’s is looking back while simultaneously busting a move in the new world of consumer generated content.

Consumers have been challenged to write their own songs using the exact words of the classic Big Mac jingle, and submit them on MySpace.com. The winner won’t get any cash, but his or her song will be featured in a commercial later this month.

A creator of the jingle, Keith Reinhard, who directed the team at Needham, Harper & Steers that made the original campaign, said he was “thrilled” by its return.

The concept was born of “exasperation,” said Mr. Reinhard, chairman emeritus of DDB Worldwide. His agency had wanted to use a parody of the song “One” from “A Chorus Line” to promote the burger, but McDonald’s insisted that the ingredients of the Big Mac be listed in the ad.