Inside the Campaign: “Uncle Roberto” tells a story every U.S. Hispanic can relate to in the latest brand spot by ALMA

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.

“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,” says Lizette Williams, Head of Cultural Engagement and Experiences for McDonald’s. “We recognize the beauty in the diversity of our consumers, across and within segments.”

The Hispanic consumer market work by the ALMA team is the latest addition to a new direction in McDonald’s brand strategy for Fall 2018, highlighting what people across cities, cultures, backgrounds and generations have in common.

“The honesty and relatability of this story is an example of what makes multicultural work beautiful,” says Luis Miguel Messianu, CEO Creative Chairman of ALMA. “It’s a tale every Hispanic can see themselves in fondly, and bringing that familiarity to the iconic family restaurant that is McDonald’s is the ultimate tie-in.”

To view more of Alma’s work, visit, or follow their social accounts at @AlmaAgency.

McDonald’s Moments Campaign Credits:
Creative Chairman/CEO: Luis Miguel Messianu
Co-President/ Chief Creative Officer: Alvar Suñol
SVP, Production: Michelle Headley
VP, Executive Creative Director: Jorge Murillo
VP, Strategy and Insights: Angela Rodriguez
Associate Creative Director: Mauricio Mutis
Sr. Director, Strategy & Insights: Jennifer Pollack
Agency Executive Producer: Jay Rivera
Sr. Group Brand Director: Beatriz Del Amo
Brand Director: Karen Udler
Brand Management Supervisor: Cristina Lage
Brand Executive: Jackie Bofill
Production Company: D’avant-Garde Media/Primo
Director: Luisa Kracht
Executive Producer: Francisco Pugliese & Lorena Habichayn
Editorial House: ALMA Studio
Studio Executive Producer: Yeyo Marquez
Editor: Alejandro Santangelo
Music Studio: Animal Music

About Alma
Alma, a leading multicultural advertising agency founded in 1994, has an unorthodox creative culture, anchored on the pillars of curiosity, collaboration and accountability. Clients such as McDonald’s, Sprint, State Farm, Tobacco Free Florida, The Clorox Company, Netflix, and others chose Alma for its creative excellence and expertise in multicultural marketing. Alma was the 2017 Multicultural Agency of the Year on Ad Age’s prestigious A-List, making it the sixth time since 2010. Alma’s team hails from 28 different nationalities, and together they have won 22 Cannes Lions as well as Effie, ANA, One Show, Clio, and New York Festival awards. Alma has earned “Agency of the Year” titles from FIAP, El Sol, El Ojo and USH Ideas… all while sipping cafecito from their offices in Miami, San Francisco, Tallahassee, and Chicago.