The Hispanic Gen Z struggle is real. Born and raised in the U.S., they often find language and cultural barriers keeping them from truly connecting with their extended family from Latin America. But there’s one place that is never lost in translation: McDonald’s. “Uncle Roberto” tells a story every U.S. Hispanic can relate to in the latest brand spot by ALMA.

Alma is once again part of Advertising Age’s Agency A-List, this time as the number eight agency in the U.S.

Alma has been named 2015 Multicultural Agency of the Year as part of Advertising Age’s Agency A-List honors for the nation’s best advertising and marketing firms.