What’s Behind The New del Rivero Messianu DDB McDonald’s Spot?

As part of the evolution of the McDonald’s “I’m Lovin’ It” campaign “del Rivero Messianu DDB” has developed a new spot that will run in both Hispanic and General Market and everything indicates that it will also run in all markets in Latin America.

It will also be offered to the McDonald’s system as a global option as well.

This spot conveys the new attitude and mentality of the brand. It depicts the new role of women who are very much in control and are playing double roles as a woman and a mother. The spot shows how life and McDonald’s can surprise you everyday. This is the case when three young guys see a beautiful woman walking down the street with a backpack. The guys are mesmerized by her beauty but as she walks by they see the backpack is actually a baby carrier with her son.

“This situation can happen in real life but at the same time it has an element of magic and fantasy” said Luis Miguel Messianu, Chief Creative Officer of dRM DDB “It’s McDonald’s at it’s best”.

“The spot was one of the best received at this year’s McDonald’s Worldwide Convention in Orlando. The operators’ reaction is the first test of the effectiveness of a spot. They have a great feeling of what is going to work and resonate with our consumer” said Rick Marroquin, McDonald’s Director of US Hispanic Marketing.

In addition to Luis Miguel Messianu the creative group included Enrique Faillace, Creative Director; Christian Reslen, Associate Creative Director; Marcos Macias, Sr. Art Director; Gustavo Lopez, Copywriter; Katia Rojas, Art Director; Ivette Mederos, Art Director; Alex Castro, Graphic Artist; and Michelle Headley as Producer.

The spot “She’s Mine” is scheduled to air starting May 10.