Today in unanswered questions, have you ever wondered when an agency would turn its McDonald’s campaign into a Glee-style auto-tuned musical…in Spanish?
Miami’s Alma (part of the DDB Network) did just that with “Lovin’, el Musical de McDonald’s Starring Leslie Grace.” The campaign, which debuted yesterday, stars the aforementioned pop singer and Daniel “Cloud” Campos, a dancer and “occasional actor” best known for dancing with Madonna, making a couple of movies and appearing in ads for Apple and Microsoft. Interestingly, Campos both directed and co-choreographed the ad.
This mini-musical is all about how “un poquito de lovin'” can change EVERYTHING:
That little bit of love can, for example, change your local McDonald’s into the scene of what looks like a high school dance.
Alma President/CCO Luis Miguel Messianu says the whole thing happened organically:
“About a year ago, Leslie was warming up for an interview and reminiscing about her happy childhood and going to McDonald’s with her dad, which was down the street from her mom’s salon. She didn’t know she was being recorded, but my friend from Sony shared the sound byte with me and we’ve been working on an idea for her to partner with McDonald’s ever since.”
The agency then repurposed her song “Solita Me Voy,” or “I go alone,” for the project, which McDonald’s Hispanic marketing department positions as a way to “tie in to the culture and connect with the hearts of consumers” via pop music–“a key passion point for the target.”
The tone of the campaign is definitely more wide-eyed than, say, JWT’s recent musical work for Schick.
Talent
Leslie Grace: As Herself
Danny: Daniel Cloud
Dad: Cris Judd
Daughter: Tatiana McQuay
Film Crew
Director: Daniel Cloud
Executive Producer: Danielle Hinde
Producer: Courtney Davies
Production Supervisor: Rose Krane
Assistant Production Supervisor: Josh Reed
McDonald’s Marketing Team
VP Brand & Marketing Content: Joel Yashinksy
Director of Hispanic Consumer Marketing: Patricia Diaz
Manager of Social Engagement- US: Jenina Nunez
Alma Agency
President/Chief Creative Officer: Luis Miguel Messianu
VP Executive Creative Director: Alvar Sunol
Creative Director: Iu La Lueta
Associate Creative Director/Art Director: Beatriz Torres-Marin
Senior Art Director: Luis Aguilera
Art Director: Andres Schiling
Director of Production: Adrian Castagna
Producer: Diana De La Parra
Account Director: Karen Udler
Account Supervisor: Cristina Lage
Senior Strategic Planner: Tamara Sotelo
Sony Music Entertainment US Latin
Senior Director of Business Development: Melissa Exposito
Business Development Analyst: Isabelle Duran
Manager: Jose Behar
Management: Lorena Fusilier
Management: Larissa Leal
Road Manager: Francisco Martinez