TOOTHY APPROACH SELLS BURGERS WITHOUT GETTING SCHMALTZY: FAST-FOOD

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McDonald's Corp.: "Diente"

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

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