Sí Pica o No Pica

McDonald’s is asking Gen Z fans "Sí Pica o No Pica'' with its newest Spicy Menu campaign helmed by Colombian American director Victoria Rivera and produced by SLMBR PRTY in collaboration with Alma.

Rivera, who previously directed “Los Viejitos” ads for the Golden Arches in 2022, has captured the candid opinions and reactions of a diverse cast of Gen Z friends as they try out the McSpicy sandwiches and Chicken McNuggets® in various environments.

The free-flowing conversations among the friends provide honest and unscripted reactions to the level of spiciness, with ad-libs in Spanglish adding to the authenticity of the spots. The ads have a polished documentary feel, allowing viewers to experience the genuine reactions of the friends without having to poll their own friends for their opinions on the spice level.

“We wanted to get honest, candid opinions on the heat level of the spicy menu that could lead to debate and laughs amongst the group. Because as we know, Latinos have different tolerance levels of spicy,” said Rivera. "First and foremost, I wanted the group of friends to remind us of our own.”

The campaign aims to push back against culinary stereotypes while showcasing the humor and joy that comes with close friendships. SLMBR PRTY Co-Founder and Executive Producer Sarah Donnenberg said, “‘Sí Pica O No Pica’ –like Victoria– is bold, spirited, fun, and full of life. We loved what she did with 'Los Viejitos,' so we're very thankful to be on board with McDonald's for this youthful, spicy refresh.”