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Work: NFL, McDonald's.(Multicultural)(National Football League )(Brief article)

Advertising Age

| September 03, 2007 | Wentz, Laurel | COPYRIGHT 2009 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Byline: laurel wentz

In Hispanic-targeted campaigns breaking this week, the National Football League and McDonald's Corp. are both targeting Latinos with creative they expect general-market audiences to appreciate too.

The NFL spots, by Vidal Partnership, New York, will air in Spanish on English-language TV with subtitles in English. Each humorous spot features a Latino guy building up to confessing a shameful secret, which turns out to be that he's a closet football fan. Although Hispanics are better known as soccer, wrestling and baseball fans, Peter Reilly, the NFL's director-marketing, said 72% of Hispanics are interested in football.

The …

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