Lopito, Ileana & Howie,
Guaynabo, Puerto Rico
Creative Director, Copywriter: Tere Davila
Art Director: J. Sierra
Producer: G. Pineda
Production Company: Guede Films
Ronald mcdonald faces off against the Tooth Fairy in this spot for the Puerto Rican market promoting McD's 59-cent burgers and 69-cent cheeseburgers.
With nothing but background music and a white background, we see Oscar (that's the name on his backward-facing baseball cap) tugging at his front tooth -- the "Diente" of the title. Then, a title card cuts in with shots of the cheap burgers and the words "You only need change."
In the final shot, Oscar, coins in hand, shows off a big gap between his front teeth.
A simple joke, with a simple payoff and executed simply. It impressed the judges with nothing more than bouncy music and a tyke that acts just cute enough to