O Season One was a smash hit. Sales were excellent and a significant runup in market share were telltale signs. To say the concept has legs is an understatement. Unlike nearly every other automaker on the airwaves showing their vehicles screaming down (miraculously) empty streets and hightailing it around mind-bending mountainous terrain, we offer the consumer a welcome respite: A long, calming look at our vehicles and something other car makers will no doubt seek to copy. We keep our offers on screen for virtually the entire length of the commercial. Long enough to actually entice a car shopper to consider a purchase. “Conductor” :30, Graphis Gold Winner, Video/Automotive “Telestrator” :15 “Billboard” :30 “Construction” :30 “Explorer” :30 “Lotería” :30 THINKING THAT MATTERS INSTAGRAM YOUTUBE FACEBOOK TWITTER LINKEDIN NEW BUSINESS newbiz@daviselen.com PUBLIC RELATIONS communications@daviselen.com MEDIA PLANNING & BUYING mediaplanning@daviselen.com CAREERS careers@daviselen.com HOME WORK CULTURE PEOPLE HISTORY NEWS CAREERS CONTACT Advertising & Marketing Independent Network (AMIN) © 2021 Davis Elen Advertising Privacy Policy

Creating advertising that resonates in an authentic way with the Hispanic consumer requires a special kind of cultural sensitivity. For McDonald’s, we rely on something called “Fan Truths,” a way of connecting through language that is spoken by our customers, not by marketers. Our Helao campaign is a prime example. We fused this idea of “real talk” with promoting McCafé (the McDonald’s line of coffee drinks) as a “treat occasion.” Helao is a colloquial way to say helado (Spanish for “cold”) and — to that single phrase — we added a catchy reggaeton beat and flare to our messaging. With singing and dancing a dynamic part of Hispanic culture, McCafé Iced Coffee becomes the drink that will get you moving. THINKING THAT MATTERS INSTAGRAM YOUTUBE FACEBOOK TWITTER LINKEDIN NEW BUSINESS newbiz@daviselen.com PUBLIC RELATIONS communications@daviselen.com MEDIA PLANNING & BUYING mediaplanning@daviselen.com CAREERS careers@daviselen.com HOME WORK CULTURE PEOPLE HISTORY NEWS CAREERS CONTACT Advertising & Marketing Independent Network (AMIN) © 2021 Davis Elen Advertising Privacy Policy