First, J Balvin had his own meal on the McDonald’s menu. Now, his latest creation is inspired, in part, by the Golden Arches.
The 60-second video for the song, “Dorado,” will be available only in the restaurant chain’s app after appearing as a commercial during tonight’s Latin Grammy Awards.
J. Balvin wrote the tune in just a few days based on a creative brief given to him by Alma, a multicultural agency that works with McDonald’s. A 15-second teaser shows a snippet of the video, in which J Balvin dresses up as men who are visiting a McDonald’s and who work there.
The song, according to the agency, was inspired by J Balvin’s “Colores” album and by McDonald’s golden arches. The phrase “Arcos Dorados,” or golden arches, is uttered once in the 60-second version of the song. Still, “Dorado” isn’t a commercial by traditional standards. J Balvin isn’t singing about the food, but is more broadly expressing pride in Latino culture and community, with lines such as:
Aquí lo que no se sabe se inventa (Here what we don’t know we invent)
Tenemos la gente contenta (We have the people happy)
Porque dónde hay un Latino hay fiesta (because where there’s a Latino, there’s a party)
The video was directed by Colin Tilley, who worked on videos for songs from “Colores.” According to Elizabeth Campbell, senior director of cultural engagement, McDonald’s USA, Alma had proposed the idea to have J Balvin represent Latinos from all walks of life. The video was shot in Los Angeles in October following COVID-19 protocols.
Along with Alma, agencies on the project included OMD on media, Boden on PR and social, and Loud&Live on event and activation.
McDonald’s is in its 13th consecutive year as a sponsor of the Latin Grammy Awards, which will air on Univision. After that, fans of the reggaeton star can see “Dorado” again, only within the McDonald’s app.
Promoting the song through the app is a way for McDonald’s to engage with J Balvin’s millions of fans now that his meal—a Big Mac, medium fries with ketchup, and an Oreo McFlurry—is no longer on the menu. The J Balvin meal was available Oct. 5 through Nov. 1, following the Travis Scott meal. McDonald’s has not yet announced which celebrity may be next in its Famous Orders lineup.