This McDonald's ad uses a popular Hispanic personality to target one of the USA's most important marketing demographics. The ad, created specifically for Spanish-language television, features Dominican-American singer Leslie Grace, also known as the Princess of Bachata.
The ad depicts Grace hanging out at a McDonald's and seemingly suffering from a case of writer's block, when an employee encourages her to look around for some inspiration. What ensues is a full-on Broadway-style musical number with Grace singing and dancing her way through a remixed version of the song "Solita Me Voy". Rather than harping about McDonald's food, this ad focuses on a more lifestyle-oriented message to promote the restaurant chain.
This McDonald's ad is only its latest to be skewed towards a specific cultural demographic. The chain has previously won awards for its Hispanic-targeting advertisements.
Why This Trend Is Growing
- Multicultural Advertising
- Opportunity for companies to create ads that cater to specific cultural demographics, like the Hispanic community in the US.
- Lifestyle-oriented Advertising
- Opportunity for companies to promote their brand through a message that aligns with the lifestyle of their targeted audience.
- Celebrity Marketing
- Opportunity for companies to collaborate with popular personalities to target specific demographics, like McDonald's use of Leslie Grace to target Hispanic customers.
Industries Being Reshaped
- Fast Food Industry
- Opportunity for fast food companies to create culturally specific ads to target different demographics.
- Advertising Industry
- Opportunity for advertising companies to create more personalized and culturally specific ads to cater to diverse audiences.
- Music and Entertainment Industry
- Opportunity for musicians and other entertainment personalities to expand their reach through endorsements and collaborations with companies targeting specific demographics.
