Bookmark Website  | Free Registration  | The Team
The Lounge  | Champions  | The Wire |  Schedule |  Audio  |  Arcade  |  The Top Ten  |  Historical  |  Email  |  Video

Meet the New Look Ronald McDonald


In a global television commercial just launched (10 June 2005), Ronald McDonald energetically rides a bike. He deftly shoots hoops with basketball megastar Yao Ming. He even snowboards like a pro.

It's enough to make you choke on your super-sized Big Mac meal. Yes, McDonald's "Chief Happiness Officer" now has a new title: "Amabassador of Balanced Lifestyles".

But he won't be giving up his old job.

The McDonald's-owned website, GoActive.com, explains how Ronald juggles the two titles. "As McDonald's Chief Happiness Officer, Ronald McDonald is involved with anything and everything that makes people happy. He wants the best for everyone."

And it seems that when it comes to what's best for everyone, fatty junk fare (described by GoActive as "tasty, wholesome food") is just not enough any more. In a stunning revelation, the site tells us that we now also need "physical activity that seems like play" and "robust good health".

Enter Ronald in his new, ambassadorial role ... "Ronald believes in an active, balanced lifestyle. He lives one himeself. And he is the ambassador of active, blanced lifestyles for everyone."

So just what does this new diplomatic status entail? GoActive,com explains that Ronald considers physical activity a "critical component of the energy balance equation".

Wow, Ronald's starting to speak like an ambassador already! We ordinary folk would have said something low-brow like, "If you're going to eat fattening, junk food, you'd better try to burn it off with some exercise".

Like any good diplomat, Ronald's pretty vague about how he's going to achieve this goal, promising to work "with the people of McDonald's in various ways to help parents and children identify realistic, fun ways to incorporate fitness and exercise into their daily lives."

If Ronald's sounding ambassadorial, his boss, McDonald's Chief Executive Officer Jim Skinner, sounded positively Presidential when he announced his company's "It's what I eat and what I do ... I'm lovin' it" campaign.

"We will use our size and strength to set an example," he told the media. The campaign includes television adverts, new packaging, an updated Web site and a fresh series a videos featuring Ambassador Ronald teaching children how to eat well and stay active.

And like a true diplomat, Ronald will soon get to demostrate just how multi-lingual he is. The new commercial airs first in the United States and will soon be broadcast in Canada, Germany, Italy, Portugal, China, Hong Kong, Singapore, Taiwan, New Zealand, Puerto Rico, Uruguay, Chile and Argentina.

And that's only the beginning. The TV spots will be followed later this year with a series of "Go Active with Ronald McDonald" interactive community shows accross the US and in other countries.

Active he may be, but it's obvious even Ronald will need some help in this historic mission. Tennis stars Venus and Serena Williams, hockey player Wayne Gretzky and speed skater Bonnie Blair are among the sporting luminaries McDonald's has pressed into service.

CEO Skinner has declined to put a price tag on the mission, but perhaps the TV networks and sports stars will get with the public-spiritedness of the campaign and donate their services gratis.

Of course, the company is adamant that none of this has anything to do with all those unfairly-critical articles in the media, alarmist books like Fast Food Nation, and muck-raking documetaries like Super Size Me. Nor, its insists, has it anything to do with recent court actions in which money-grabbing litigants have won millions of dollars in settlements.

On the contrary, we're told, the latest campaign is just a natural evolution of previous efforts on Ronald's part to teach children how to keep safe, like fastening seat belts and wearing bicycle helmets - both very important things for kids to know, so we'll understand if Ronald forgot to warn them not to eat unhealthy food like burgers and fries.

"This is just another way we're communicating with our customers on the importance of energy balance," company spokesperson Lisa Howard said.

Hey, there's that "energy balance" term again.

Sounds like Lisa's been getting some lessons in diplomat-speak from Uncle Ronald!

Alan Cooper is a journalist with 20 year's experience and the publisher of http://www.ObesityCures.com, a site with the ambitious aim of being a "one-stop-shop" for impartial information on obesity and weight loss solutions - including fad diets, prescription weightloss pills and natural weightloss aids.

ObesityCures also has pages devoted to Ronald McDonald and other developments on the obesity and fast foods front.


MORE RESOURCES:

Woman Credits Hypnosis for 140-Pound Weight Loss
ABC News (blog)
Is the secret to weight loss simply tricking your mind into thinking you had gastric bypass surgery? That's what happened to Julie Evans, an overwhelmed mom of two small children, who at her biggest weighed 287 pounds. Evans claims hypnosis helped her ...

and more »


9 Great Foods For Weight Loss
Huffington Post
Some research has shown that spicy foods may promote weight loss. The magic ingredient: capsaicin, a chemical compound found in chili peppers that appears to suppress appetite or boost metabolism. “Adding spicy ingredients like cayenne or red pepper ...



Extreme Weight Loss Kenny and Christy [Recap/Review]
Guardian Liberty Voice
On Extreme Weight Loss on ABC tonight, Chris and Heidi Powell the transformational coaches and trainers who host the show, will have their hands full when they take on two competitors, Kenny and Christy. Kenny, who is a former Marine, weighs in at the ...
ABCS's 'Extreme Weight Loss' Preview: Meet ChristyAccess Hollywood
Christy Oldenkamp, Extreme Weight Loss: Photos, Video of Las Vegas Woman ...The Epoch Times
'Extreme Weight Loss' Recap, Season 4 Episode 11, The Marine And The ...Empty Lighthouse Magazine

all 8 news articles »


Weight loss formula: take the entertainment out of food
STLtoday.com
Karen “KJ” Luther's story of going from 387 pounds to 142 pounds wasn't supposed to be a triumph for anyone but her. Then, she posted her stories on Facebook. “It sounds like a fairy tale. But after my before and after photo appeared on Facebook, so ...



9 Possible Causes of Feline Weight Loss
Catster
The most common hallmark of illnesses such as diabetes, hyperthyroidism and renal disease is weight loss. The biological mechanisms behind the weight loss vary from disease to disease, but any time a cat is rapidly losing weight, she should have a ...

and more »


The mind-body shift — from weight loss to weight room
SFGate
It happened in 2007, and not altogether on purpose. I lost 30 pounds in five months in the midst of a divorce. I had been married for almost 15 years, and the last few had been bad. We'd seen three couples counselors and I had tried my best to make ...



In Touch Weekly

Snooki to Weight Loss Lawsuit — “Who Says Diet Pills Mean Weight Loss?!"
In Touch Weekly
In 2013, Snooki was hit with a lawsuit by a woman who was disappointed with her results on the diet pill Zantex—which the Jersey Shore star attributed for her impressive slim down. And now the pint-size celeb is firing back—by saying she never ...
Snooki Responds To Weight Loss LawsuitDaily Times Nigeria

all 5 news articles »


Fox News

GOP rep rips Dem challenger for using ads showing him before weight loss
Fox News
The 42-year-old Reed said he's proud of his weight loss and that he had the surgery because he wanted to live longer for his two teenage children. The day of reckoning, said Reed, a former college athlete, was when his doctor said he could live to be ...

and more »


Insurance Journal

Wearable Device for Weight Loss Or Unbearable Loss of Privacy?
Insurance Journal
To fight rising medical costs, oil company BP Plc last year offered Cory Slagle — a 260-pound former football lineman — an unusual way to trim $1,200 from his annual insurance bill. One option was to wear a fitness-tracking bracelet from FitBit Inc ...

and more »


Summer Confessions: Weight Loss, Finding Love and 11 Other Stories of Change
TIME
Summer is the time for transformation, even if you don't have a first day of school in your future. We're not sure why, but for some reason the summer months are when people tend to find love, lose weight and discover new things about themselves. Maybe ...


Google News


Advertisement



Section Site Map - Submit News - Feedback - Comments - Advertise with Us

Copyright 2006 Luminati Inc. All rights reserved.