You can always count on McDonald's for more modest World Cup advertising—simple stories about family and friends, not flashy spots with overpaid stars. Some of it can be hokey, though sometimes it captures little truths that are quietly sweet and evocative.
This spot from multicultural agency Alma zeroes in on a great cultural insight in the Mexican-American community: what happens when a father and his friends still unequivocally support Mexico, while the son, as secretly as he can, roots for the U.S.
The ad was directed by Diego Luna, still perhaps best known as Gael García Bernal's co-star in 2001's Y Tu Mamá También. The humor is broad, and the acting isn't subtle, yet it's one of those ads you can't help but like. Shot in both English and Spanish, it breaks Thursday and will air in general market and Hispanic media throughout the World Cup.
Chief Creative Officer: Luis Miguel Messianu
Senior Vice President, Executive Creative Director: Alvar Suñol
Creative Director, Copywriter: Jorge Murillo
Associate Creative Director, Art Director: Serge Castagna
Executive Producer: Rodrigo Vargas
Account Director: Marta De Aguiar
Account Supervisor: Ana Silva
Director: Diego Luna
Production House: Canana Films
Postproduction House: 2105 Editorial
Editor: Alejandro Santangelo
Music House: Personal Music
Color Correction: Co. 3