ALMA's 'Uncle Roberto' Spot Highlights Intergenerational Relations
Riley von Niessen — September 9, 2019 — Marketing
In an effort to speak to the relationships that many Latinx Generation Z consumers experience, McDonald's tapped marketing agency ALMA to create a heartwarming ad spot titled 'Uncle Roberto.'
The ad spotlights a young boy who is catching up with his uncle for the first time in years. When he's greeted by his uncle, who excitedly speaks to him in Spanish, the boy's mother reveals that he primarily speaks English. The ad continues by showing the two in different circumstances, where the language barrier often disrupts their ability to connect with one another. The ad ends with the two sitting down at McDonald's, where they enjoy a meal together.
Lizette Williams, Head of Cultural Engagement and Experiences for McDonald’s, spoke to the ad by saying, "McDonald’s is proud to portray the story of U.S. Latinos in a way that is accurate, respectful and truly a reflection of the Latino experience in today’s America."
The ad spotlights a young boy who is catching up with his uncle for the first time in years. When he's greeted by his uncle, who excitedly speaks to him in Spanish, the boy's mother reveals that he primarily speaks English. The ad continues by showing the two in different circumstances, where the language barrier often disrupts their ability to connect with one another. The ad ends with the two sitting down at McDonald's, where they enjoy a meal together.
Lizette Williams, Head of Cultural Engagement and Experiences for McDonald’s, spoke to the ad by saying, "McDonald’s is proud to portray the story of U.S. Latinos in a way that is accurate, respectful and truly a reflection of the Latino experience in today’s America."
Trend Themes
1. Intergenerational Relations in Advertising - Exploring the dynamics of relationships between different generations in advertising can create a powerful emotional connection with consumers.
2. Cross-cultural Communication in Marketing - Highlighting the challenges and opportunities of communicating across language and cultural barriers can resonate with diverse audiences and build brand loyalty.
3. Cultural Representation in Fast Food Advertising - Featuring authentic and diverse stories can help fast food brands connect with underrepresented communities and strengthen brand identity.
Industry Implications
1. Fast Food - Fast food chains can leverage intergenerational messaging and cultural representation to enhance brand storytelling and appeal to a wider consumer base.
2. Advertising - Advertisers can utilize cross-cultural communication narratives to create impactful campaigns that promote inclusivity and resonate with diverse target audiences.
3. Marketing and Communications - Marketing professionals can explore new strategies to accurately represent multicultural experiences in their campaigns, fostering a sense of relatability and authenticity.
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