Alma Produces “A Little Lovin’” Mini-Musical as Branded Content for U.S.H. Megabrand

If you caught Premios Juventud, you might have seen a trailer for a new musical starring Leslie Grace and directed by award-winning Daniel “Cloud” Campos. At first glance it looked like the preview to a new Latino movie, or maybe the Hispanic “Glee,” but the world’s first bachata musical was actually a branded content initiative on UnPoquitoDeLovin.com produced by McDondald’s Hispanic AOR, Alma.

The 3-minute musical is a first for the U.S. Hispanic Market. It features bilingual singer Leslie Grace, who is sitting in McDonald’s with a serious case of writer’s block when a McDonald’s employee inspires her to find “A Little Lovin’” all around. McDonald’s aims to appeal to Hispanic Millennials through music – a key passion point for the target.

 

“At McDonald’s, we lead with cultural insights, we are Hispanic-obsessed and strive always to tie in to the culture and connect with the hearts of consumers,” says Patricia Diaz, McDonald’s Hispanic Consumer Marketing Director.

Alma proposed a partnership between McDonald’s and Sony Music Entertainment U.S. Latin to seek out Leslie Grace and they repurposed her “Solita Me Voy” song for the spot. Leslie, born in Queens, New York to a Dominican mother and a Puerto Rican father, is the definition of a fusionista: bilingual and bicultural, with fond memories of the McDonald’s brand.

“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,” said Luis Miguel Messianu, President and Chief Creative Officer at Alma DDB. “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.”

With a strong background in musicals and music videos, Daniel Cloud was also a significant contributor to the project, wearing multiple hats: director, principal talent, and even choreographer, alongside Tamara Levinson.  

Catch all the behind-the-scenes content and cast interviews on the McDonald’s Latino Facebook page and keep checking in on UnPoquitoDeLovin.com. Providing additional support for an integrated campaign are BodenPR, Eventus and OMD.

Credits for “A Little Lovin’” The Musical to follow:

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 Vice President, Business Development, Latin Region: Ruben Leyva
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