The moon-faced "Mac" is making a comeback in new McDonald's commercials running in Southern California.
The 30-second TV spots promote the 99-cent Big 'n Tasty burger. The ads from DavisElen Advertising in Los Angeles hit the L.A. and San Diego airwaves late last week.
In the general market spot, Mac jumps out of a big screen at a conference of weather experts. Snapping his fingers to jazzy music, he describes the burger and puts smiles on the faces of the audience. The tag: "McDonald's. It's hip to your taste."
A Latino version, created by DavisElen's Hispanic unit, Ad Americas, is a Spanish-language spot that plays on the tantalizing aroma of the burger.
"Mac is still very popular . . . with our customers," said Kevin Mazzu, senior marketing manager of McDonald's Operators Association of Southern California. Radio ads are running in both English and Spanish.
Mac first appeared in a national ad for Big Mac over a decade ago.