Gimme Back That Filet-o-Fish

Not since “Two all beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame-seed bun” have I enjoyed singing along with a McDonald’s commercial so much, so many kudos to Arnold Worldwide for the latest Filet-o-Fish commercial. Here are the lyrics, so you can sing along with the video which follows:

Gimme back that filet-o-fish
Gimme that fish
Gimme back that filet-o-fish
Gimme that fish
What if it was you
hanging up on this wall?
If you were in that sandwich
you wouldn’t be laughing at all!

Normally McDonald’s falls so far behind the trend curve that they become not fun & kitschy but irrelevant (leaving Burger King to reign over kitsch & cool) but this time the decade delay in mocking Billy Bass works. Not just because you’ll find a dozen of these plastic mounted wall fish thrown back into the consumerism pond via thrift shops, but because of the incredible music & lyrics.

The music is not, as rumored to be, by the band Holy Fuck. However, if you are looking for 6 minutes and 26 seconds of similar sounding retro Casio Keyboard nostalgia (with a bit more heat & noise from the mutated rhythm), then get Casio Bossa Nova. I totally enjoyed it myself; but it’s not the music in the commercial.

Determined to find out who it was behind the fab song in the McDonald’s ad, I got on the phone with the folks at Arnold Worldwide — who, by the way, answer the phone with the perplexing, “Good afternoon, Arnold,” which prompted me to respond, “My name is not Arnold.”

Anyway, Arnold Worldwide didn’t write the tune or the lyrics, but they still get my kudos because they hired the folks who created it: Pulse Music.

So thanks, Pulse Music. I’m off to get a Filet-o-Fish. Humming & singing Gimme back that filet-o-fish all the way.

PS My dog especially loves it when I sing the “ahh!” at the end.

“My brain is a poor cocoon — the Libby’s jingle goes in like larva, but it never enters the pupa stage and morphs into a beautiful butterfly leaving me with an earworm.”

I spotted this retro doll, a promotional piece for Libby’s foods, at an antique store.

It reminded me of the following:

1) I am getting really old because more and more stuff from my time is now entering the “collectible” category and being sold in antique stores (if not, yet, actually as antiques).

2) I have a friend whose nickname is Libby; it’s a shortened form of her online user ID “Libertine”. I am forever singing, “When it’s got Libby’s Libby’s Libby’s on the label label label, you will like it like it like it on your table table table,” to her. It’s especially a hoot if you wiggle your eyebrows during the “you will like it like it like it on your table table table” part of the lyric.

3) When you reference “online user ID” in conjunction with “retro 70’s” stuff, your brain hurts a little.

4) No matter what you put in your brain, if there’s a jingle in there, it will over power it all and come out victorious. My brain is a poor cocoon — the Libby’s jingle goes in like larva, but it never enters the pupa stage and morphs into a beautiful butterfly, leaving me with an earworm.

5) Funny thing about recalling jingles, no matter how many times the earworm loops, no matter how many times you find yourself singing it aloud, you suddenly wonder if the version you are singing is the accurate version…

I searched the Internet for a video of the old Libby’s commercial; but none had that jingle.

I wouldn’t call all this a waste of time, an hour later I have these two gems to share with you:

First, a 1960’s commercial in which Libby’s makes up a “Sloppy Joe” dance craze to peddle product:

I’m too young to remember that one; but I’m betting if there were any of those t-shirts etc. still around in an antique store I’d want one. Bad.

I vaguely recall this Libby’s canned vegetables ad with Tony Randal:

I don’t recall these 70’s ads for Libbyland dinners…

But then, we weren’t allowed to have TV dinners, so maybe I had no dietary connection to leave a lasting promotional imprint… Those folding tray/boxes are completely fascinating!