The Association of National Advertisers, Inc., gave an award this week to Mcdonald's for multicultural advertising, for the following commercial. According to Laurel Wentz on the ANA site: "Tony Suarez, McDonald's VP-multicultural marketing, said the spot was done by DDB, Chicago, with input from Hispanic shop Alma DDB, Coral Gables, Fla."
Because the commercial is clearly marketing McDonald's to children, it offers insight into the boundaries of the company's voluntary pledge on the website of the Children's Food and Beverage Advertising Initiative.
Will such pledges materially affect the food marketing environment facing our children? That is the key question during the current trial period of industry self-regulation.