I worked on these when I was in the land of all things Spanish, Miami. Although some of the work was produced in English, most had to be in Spanish. It’s the law over there. Being a gringo writer didn’t make it easy. Shout-out to all my translators.

Most chicken sandwiches that claim to be spicy aren't spicy enough for spicy lovers, having to always add hot sauce, but not this one. So how do you communicate that this chicken sandwich is truly spicy? By showing that hot sauce is no longer needed. I created the over all concept of not needing salsa for all pieces in the campaign.

A truly spicy chicken sandwich doesn't need anything added. I wrote and created the concept for this spot.

The McDonald's snack wrap--a great idea for a snack anytime. Other things are not such a great idea. I wrote and created the concept for this spot.

The McDonald's snack wrap is a great idea for a snack anytime. Other things are not such a great idea. I wrote and created the concept for this spot.

Translation: For a snack, the new Honey Mustard Snack Wrap from McDonald’s is always a good idea. Because it has a sweet and tangy honey mustard sauce with juicy chicken breast meat that now comes grilled, or crispy if you prefer—all wrapped in a soft flour tortilla. The New Honey Mustard Snack Wrap is a good idea any time… Having a piñata in the office isn’t.

McD's Monopoly game had been losing relevance among Hispanics. Mandatory promotional stuff needed to be said and seen, leaving only 15 seconds to tell a story. I wrote and created the concept for this spot.

Cross promotion with Big Mac and Disney’s second Pirates of the Caribbean movie. In the end McDonald’s, Disney, Volvo and Jerry Bruckheimer were so happy with the spot, which was intended solely for the Hispanic market, they aired it in the general market too. I wrote and created the concept for this spot.

Hispanic youths had been feeling that McDonald’s didn’t get them. We had to find a real way to identify with them. I wrote and created the concept for this spot.