In Tough Times, McDonald's Revives a Jingle

In 1974, with an unpopular war raging and inflation on the rise, McDonald's launched a jingle—"Two all beef patties, special sauce..."—to promote its signature product, the Big Mac. Decades later, in similar circumstances, the fast food giant is reintroducing the mantra-like list of ingredients via a MySpace competition. The New York Times looks at how the economic downturn is driving advertising retro.

In Manhattan a Big Mac will run you $3.79, cheaper than a gallon of gas and rather more filling. Seizing on consumer unease, McDonald's is bringing back a jingle for old-timers while getting young customers to update it. The best new version will be used in a television spot—but in keeping with the belt-tightening theme, the winning composer won't receive any prize money. (More advertising stories.)