That's the problem that McDonald's aims to fix this year: Those who do remember the years when the Big Mac was a pop-culture colossus — "two all-beef patties special sauce lettuce cheese pickles onions on a sesame seed bun!" — are older than McD's core demographic.

And today's teens don't know the Big Mac as anything special beyond its permanent spot on the chain's core menu.

So the company has commissioned a special campaign of 10 ads from ad agency Translation that will reintroduce the Big Mac to America, CEO Steve Stoute tells us.