The traffic jams on the “operation exit” highway, the town festivals, the people playing paddle tennis on the seashore or the poses that occupy the covers of the tabloid press are some of the iconic elements of summer in our country and that have connected several generations of Spaniards over time. McDonald’s pays tribute to all of them in “Mitiquísimos”, its new communication platform for the summer season, designed by the creative agency &Rosás in what is its first work for the brand.
The burger chain celebrates all those things that, despite the passage of time, remain unchanged because they are part of the identity and cultural codes of our country and shape the collective idea of summer. And McDonald’s claims to be part of that imaginary and the station’s own experience, marked by enjoyment, fun and moments shared with friends and family.
He does so by building with humor and ease a universe in which multiple references to the classic Spanish summer coexist: the advertisements of a small plane flying over the coast, the blue refrigerator under the umbrella, the sand castles, the naps with La Vuelta in the background or the photographs of Ana Obregón. All of them are reviewed under contemporary visual codes to connect with new generations and a jingle, developed by musician and composer Esteban Navarro, which aspires to accompany consumers during the coming months.
The ad features production by Contrario and production by Turbo.
“There are campaigns that talk about summer and others that are part of it. With ‘Mitiquísimos’ we wanted to celebrate all those codes, memories and rituals that we share generation after generation“, commented Álvaro Miguel, Marketing Director of McDonald’s Spain, in a statement from the agency. “Because when a brand has been accompanying people for so long, it ends up being part of those moments that we all recognize as ours.”.
The campaign also communicates the Mitiquísimo menu, which will allow consumers to personalize their menus with some of the brand’s most iconic products that do not go out of style, such as the Big Mac or the McRib, which the company recovered for the menu at the end of 2024.
“Mitiquísimos” has already been activated on television and also in outdoor advertising. The graphics delve into the creative concept around the elements that characterize everyday summer life, including Ana Obregón’s posing or having lunch on the beach filled with sand.
The idea is also expanded through radio ads and audio platforms, for which McDonald’s has had the iconic presenter Fernandisco, who returned to Los40 in November 2024.
Mitiquísimos wedge
In addition, as explained by the agency, it will have other executions, such as small plane advertising in coastal areas, or beach experiences, as well as digital actions and special promotions to boost participation and sales. Likewise, McDonald’s will collaborate with influencers and creators such as Dulceida, Ariane Hoyos, Natalia Palacios, Sofía Hamela, Junior Healy and Pablo Vera, who will amplify the creative territory of the campaign with different content designed to accompany the Spanish summer.
