Latino TV Is ‘So McD’s’

McDonald’s Corp. this week is launching six TV commercials directed at U.S. Hispanic consumers. The Spanish-language spots were created by del Rivero Messianu in Coral Gables, Fla.
Unveiled last week at the client’s worldwide operators meeting in Orlando, Fla., three spots promote McDonald’s Monopoly game while others focus on Happy Meals, French fries and breakfast foods.
“Point of View” is McDonald’s first image ad in support of Happy Meals, said del Rivero Messianu chief creative officer Luis Miguel Messianu. In it a man complains to his wife about a rough day at work while his young son listens intently. The boy consoles his dad by proffering his Happy Meal.
The spot charmed franchisees because it is “so McDonald’s,” Messianu said. An English version, still targeting Latinos, will air on general market stations in Hispanic locales.
The Monopoly contest gets Hispanic ad support from three humorous commercials dubbed “Practice,” each fo-cusing on the game’s top prizes: cash, a new home and a Chevrolet Corvette. In one execution, a man coaches his wife as she rehearses her re-sponse to winning her dream house. “Baby” and “Alarm” aim to sell more fries and breakfast items.
All six commercials break on Univision, Telemundo and Galavision in California, Florida, New York and Texas. A seventh, saluting soccer’s upcoming World Cup in France, plays in Europe and Latin America.
Messianu said the agency’s approach is to come up with ideas that have “universal” appeal rather than clichƒs about Latino life. “We feel that the casting [and] the language make [the work] Hispanic.”