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."