Hispanic Arch Deluxe

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McDonald's has begun a Spanish-language ad campaign supporting the Arch Deluxe product to the U.S. Hispanic market. Del Rivero Messianu, Coral Gables, Fla., created two 30-second TV spots for Univision and Telemundo networks. In "Role Reversal," two adults assume the role of children and beg their kids to take them to McDonald's. In "Cool Date," a mother prepares herself for a date--with her son--to relive trips to McDonald's. The campaign runs through June. Print support includes color spreads with two free Arch Deluxe coupons in Mundo Deportivo, Ser Padres and Ritmo de la Noche magazines. Other media includes radio, newspapers and outdoor in major Hispanic markets.

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