Marlena Peleo-Lazar of McDonald’s: We believe in great stories

After years of commercials showing that what McDonald’s does best is serve fresh, hot meals, the brand wanted something more and turned to its Hispanic agency Alma in Miami to get it. Alma in turn picked Tarsem Singh to direct a new spot that exalts the fast-food chain’s place in world culture.“Here in McDonald’s we believe in great stories, and when Alma presented this idea we were attracted by its exaltation of teamwork and the feeling that we’re all in this together. This idea shows McDonald’s as a part of global culture” said Marlena Peleo-Lazar, CCO of McDonald’s USA. Singh is known worldwide for his daring, visually exuberant style. The Cell, The Fall, Immortals and Mirror Mirror are some of his best-known films.In the new McDonald’s commercial entitled Cancha (Sports Field), the director produced a 30-second version and another in 60 seconds showing a bunch of Spanish-speaking guys passionately immersed in a game of soccer.“Thanks to the synergy among McDonald’s, Alma and Tarsem, the brand is seen as a vital element in celebrating the simple pleasures of life” said Priscila Aviles Jamison, senior creative director of McDonald’s USA.For his part, Diego Yurkievich, VP senior and creative director of Alma, said the spot “shows that McDonald’s means more than meals. McDonald’s is an experience. It’s the joy of feeling good”.