World Cup “Latinisms”


Celebrated cultural Latinisms to show World Cup fans’ excitement, pride and passion for fútbol and food

The Challenge

To bring its global sponsorship of the 2022 FIFA World Cup™ to life with U.S. Hispanics, McDonald’s USA had one overarching “GOOOOOOOOAAAAAAAAL” or challenge, so to speak – to celebrate the unique and passionate way Latinos embrace ‘The Beautiful Game’.

The Idea

The result was a social-first communications campaign, centered around fast-rising comedian and new Saturday Night Live cast member Marcello Hernández, that showcased all the ways fútbol is king for Latinos while encouraging them to say yes to that age-old question: “Wanna Go to McDonald’s?” In addition, celebrity partners Edwin Castro and Mau y Ricky, as well as paid partners, joined us for a pre-launch National Media Day at the Partido Dorado powered by McDonald’s celebrity match.