In an early television spot, Ronald McDonald – the global burger giant’s ubiquitous clown mascot – guided two children through a fantasy world where French fries grow on bushes and a volcano spews milkshakes.
In his latest ad, Ronald introduces kids to a different world – one where the focus is on steering them away from fast food. This time he coaxes them out of the house and into kicking around a soccer ball, juggling vegetables and playing basketball with NBA star Yao Ming.
Ronald is no longer a purveyor of fast food but an “ambassador of fun, fitness and children’s well-being,” according to the company.
McDonald’s is revamping its clown – considered one of the most highly recognizable icons in the world – as it seeks to combat criticism that it contributes to an obesity epidemic, particularly among children. Food companies also are under increasing pressure to curb marketing targeting kids.
The global TV spot, created by ad agency Leo Burnett, uses an animated cartoon approach. It will debut in the U.S. on Friday before it airs in other countries, including Germany, Argentina and China.
The new ad is just one example of the mascot’s expanded role. Ronald will also visit schools and other locations in a traveling roadshow extolling the virtues of exercise and a “balanced lifestyle.”
As part of the ongoing makeover, he will drop the familiar yellow jumpsuit and don seven different outfits, such as a tuxedo, a basketball uniform, a running suit and a winter jacket. (He will retain his trademark flame-colored hair, however.)
McDonald’s, which tested out the clown’s updated image in Canada, officially unveiled his new look yesterday, the same day it named a new president to oversee its struggling European operations.
The fast-food chain also is scheduled today to report same-store sales, a closely watched measure of growth.
In March, the fast-food chain signed tennis champions Serena and Venus Williams to an endorsement as part of a campaign to promote healthier lifestyles and eating.