This simple typographic spot out of Leo Burnett sifted out the key "ingredients" of classic Hollywood films such as Rocky, E.T., King Kong and more, and juxtaposed them with another famous recipe: "two all-beef patties + special sauce + lettuces + cheese . . ." to highlight McDonald's Big Mac during the Oscars broadcast last night.

The idea is reminiscent of an award-winning print campaign the fast feeder created for the Australia market by DDB Sydney, which placed simple descriptions of famous cultural icons like Marilyn Monroe, Darth Vader and Muhammad Ali, side by side with that of the famous Golden Arches burger.