Del Rivero Messianu
McDonald’s
First Word
1994
“First Word” – this was dRM’s (the predecessor of alma) very first brand spot for McDonald’s back in 1994, when the agency started working for the Golden Arches. It was produced both in Spanish and English, and it symbolized what Luis Miguel Messianu calls “The wink effect” as based on the product’s play on words, Latinos watching English TV knew the brand was talking to them. The spot was a turning point for the industry, and received many awards and accolades.