Mac Tonight: A Mascot’s Descent

Mascots are fascinating. They have many of the biographic features of actual people (or at least of celebrities) glommed together with some of the endearing qualities of animals or natural entities…and yet they are completely ersatz. Teams of marketers, advertising executives, and other suchlike sharkish folk invent mascots as tools to manipulate us for their own ends. The results of this unholy nexus can often result in a bizarre plunge into the uncanny. As an example, let’s look at the deeply disconcerting career of “Mac Tonight” the crooning moon from the late eighties who (which?) attempted to sell McDonald’s to baby boomers as a good option for a dinner restaurant.

Mac Tonight was made to cash in on 50s music nostalgia among Baby Boomers. He had a human body with a stylized moon head (with an elongated chin and overhanging forehead). A glasses-wearing musician, Mac sat at a piano on a cloud and played a bowdlerized version of “Mack the Knife” in which the original murder-themed lyrics were replaced with lyrics about, um, going to dinner at a fast food restaurant previously targeted mainly at children. Mac’s appearance was meant to distance him from Ronald, Grimace, Hamburgler, et al. and yet he also shared an obvious leitmotif with them. Because of a branding crossover, Mac somehow got tied to Nascar. Yet in 1989, Mac’s career was nipped in the bud by a lawsuit from the estate of Bobby Darin, the original composer of “Mack the Knife.” Although Bobby Darin himself originally took the concept and the music from a Brecht play about a footpad that raped and murdered people, Darin somehow toned down the dark gestic drama into smooth uptempo jazz. His heirs convincingly made this argument to a court and McDonald’s didn’t want to pay royalties.

This should have been the end of Mac Tonight: he was obviously crafted wrongly from the very beginning (just look at his nightmarish features which evoke some sort of doofy demon from a Fred Savage movie) and yet Mac crawled back from corporate America’s dustbin. In 2007, a white supremacist named “farkle” used an online meme site to relaunch Mac as “Moon Man” a racist figurehead who rapped and danced and gave hate-speeches crafted with that creepy robotic text-to-speech software. In today’s increasingly debased political culture, Moon Man now has a steady gig endorsing the Ku Klux Klan, the president, police brutality, and violence against the LGBT community. He would probably easily win a house seat in Montana if he decided to run (or if he were, you know, real, in any way whatsoever).

I am a space enthusiast and my middle name is “Mack”. Plus I like McDonald’s and came of age in the 80s, however Mac Tonight has always been distasteful to me (even before his off-brand second career as a goddamned white supremacist icon). Somehow the cartoonish fixed grin does not capture the beauty of the moon or the glamor of the post-war era in my heart. Yet equally obviously, Mac Tonight has something…some element that appeals to all sorts of people. After Mac’s launch “a 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.” Was it Darin’s song? Was it love of astronomy or burgers? Were there elements of his sinister later career already present? I have no idea. Can anybody explain this or is the sheer randomness of this story the true source of Mac’s nocturnal power?

The Dead Christ with Angels

The Dead Christ with Angels (Édouard Manet, 1864, oil on canvas)

Here is one of my favorite disturbing religious paintings.  The work was completed in 1864 by the not-easily-classified 19^th century French master Édouard Manet.  At first glimpse the canvas seems like a conventional devotional painting of Christ just after he has been crucified and laid out in Joseph of Arimathea’s tomb, but, upon closer examination the multifold unsettling elements of the painting become manifest.  The figures are painted in Manet’s trademark front-lit style which flattens the figures out and gives them a hint of monstrous unearthliness.  This is particularly problematic since we are located at Jesus’ feet and his body is already foreshortened.  The effect is of an ill-shaped Jesus with dwarf’s legs looming above us.  Also, from his half-closed eyes it is unclear whether Christ is dead or not.  Is he artlessly deceased with his eyes partially opened?  Has he been resurrected already but is somehow still woozy?  Are the angels resurrecting him?  Here we get to the biggest problem of the painting:  when is this happening?  This scene is certainly not in the gospels (at least I don’t remember any episodes where weird angels with cobalt and ash wings move Jesus around like a prop).   Did Manet just make up his own disquieting interpretation of the fundamental mystery at the heart of Christianity?  It certainly seems like it!  In the foreground of the work, empty snail shells further suggest that we have misunderstood the meaning.  An adder slithers out from beneath a rock as if to suggest the poison in our doubts.  Painting this kind of problematic religious work did not win Manet any friends in the middle of the nineteenth century, however it is unquestionably a magnificent painting about faith…and about doubt.

Mollusk Mascots

In the past this site has featured posts about how some of my favorite organisms and mythical beings have been used as mascots or logos.  I have blogged about turkeys, leprechauns, trees, and catfish as adopted as the symbols for businesses, sports teams, or individuals.  These posts have been fairly open because mascots and logos are often loosely defined: sometimes an informal name catches on or a novelty statue becomes the symbol of a town.  Indeed some of the images I included are only maniacs in costumes or striking illustrations. So be it! Such usages highlight the way in which these animals and concepts are worked into the fabric of our lives.

None of this prepared me for how mollusks have become mascots, logos, and symbols.  One of the many reasons I write about mollusks is because they are so alien and yet simultaneously so pervasive and familiar.  That idea is borne out by mollusk symbols! Not only is one of the world’s largest companies symbolized by a mollusk (to say nothing of how a squid has wiggled its way into becoming the unofficial mascot of one of the world’s richest and most controversial financial entities), some of the world’s strangest entities are also represented by octopus, squid, or shellfish.

The evolving logo of Royal Dutch Shell through the ages

SPecial Executive for Counter-intelligence, Terrorism, Revenge and Extortion: a fictional evil organization from the James Bond Universe

Squidoo is a community website which specializes in particular areas of user interest (or something)

Grimace, the loveable purple blob was originally a grabby octopus: he did not test well in focus groups so ad executives from DDB Needham (the agency behind the McDonald's characters) simply ripped his arms off

The logo of a server farm

Oakie the Oyster, the face of the Halifax Oyster festival hobnobs with another mascot

Mollusk logos are immensely popular in Japan.  Sometimes the reason is evident (as in squid flavored noodles with a cartoon squid on them), but other times the reasoning is elusive. Mollusks in Asian art deserve a post all of their own.  Indeed the subject deserves more than that—for tentacles are so tangled up with fertility issues to the fervid Japanese imagination that my family blog is not going to explore some of the outré fringes of mollusk imagery in that island land.  With that explanation (or caveat), here are some particularly good Japanese mascots–denied of any context since I don’t read that language!

Um...squid flavored?

Japanese Octopus Ice Cream

Squid Costume

?

Actually I have no idea if those last five are mascots or logos or what.  Whatever they are, they come from Shinici MARUYAMA and they are jaw-droppingly incredible.  The Japanese certainly have a very special relationship with mollusks!