|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.
Diet Doc Alerts Patients about Deceptive Weight Loss Advertisements and Unsafe ... - GlobeNewswire (press release)
Weight Control: One Day At A Time
Most of us are aware of the AA axiom of "One day at a time." It speaks to the secret of any long term goal - concentrate on taking the right step and the journey will take care of itself.
How to Start Losing Weight and Keep Losing Weight
I have put off writing a motivation article because of two reasons: 1) There is a glut of articles out there already; 2) My philosophy is so simple, I didn't think it justified an entire article. I was amazed at the incredible number of articles on the net and in the news that dealt with motivation to diet and exercise.
Go for Scientific Weight Loss
Considering the US Center for Disease Control's advice is a very good idea. Fat, although systematically proven useful to the human body, is not only a waste of food.
Low Carb Diets - The South Beach Diet, Atkins Diet, Zone Diet, and More
The low carb diet craze has become extremely popular amongst dieters. From diet books, free low carb diet plans, online dieting sites, and thousands of low carb recipes, low carb diets have produced favorable results for millions of overweight people.
Obesity & Weight Management Is a Social Issue
Much has been written about obesity and globesity. Obesity is perhaps the biggest drain on any nations economic resources with a mind-boggling costs to which researchers are yet to put a final figure.
7 Useful Tips That Will Help You Lose Weight
1. Increase your fiber intake.
Mysteries of Syndrome X Revealed
"I've put on 40 pounds in one year!" "It doesn't matter how muchI workout, I can't lose weight." "My doctor must think I'meating pizzas in the closet.
The Seven Secrets of Weight Loss
When embarking on a weight loss program people will almost always focus on just one or two of the seven necessary components needed to achieve their goal. In order to maximize ones weight loss results they must combine all seven components.
Fat Burning Foods
Are there any foods that burn body fat? If yes, how is it possible? It should be possible to lose weight by simply eating such foods. What are these foods?The fat burning foods are foods that burn more calories than the calorie content of the foods itself.
Does Fat Free Really Mean Free Of Fat?
Do you know what the words really mean on food labels?In this article, you'll discover everything you need to know about how to interpret food labels and make the right food choices.So what does "fat free" really mean?To be labeled "Fat Free", the food must contain less than ½ gram of fat per serving.
Walking: Its Never Too Late to Lose Weight!
How did a thin person like me become overweight? My mother had probable Alzheimer's disease and I was her caregiver for nine years. During this time she lost the ability to read, understand television, converse with others, and the ability to speak.
Ultimate Weight loss: Ephedra is it Good or Bad?
I have had some e-mails come in and everyone is asking "is ephedra is safe or not?".Well I wont reply to that question.
Cruisin to Lose
Recently, I won a family cruise on the Regis and Kelly talk show. For a person whose business is fitness that is a good news, bad news dilemma.
Hypnosis, Weight Control, and The Thought That Wont Go Away
You've decided it's time to lose some weight. A lot or a little, it doesn't really matter.
Have You Tried These Weight Loss Tips?
The following are weight loss tips that you can start applying today..
Weight Loss Begins in the Mind
Not only was I fat, I was in poor health too.Constantly fatigued, constipated through over-eating, with an aching knee to boot, housework almost left me dead!The last time I was pregnant, I suffered sleep apnoea, the folds of fat around my neck playing tricks on me at night.
Atkins Diet - Simple Advice
Just like any other diet, the Atkins diet can become boring and for some very dangerous. Before you get into the plan make sure you get a physical and talk to your doctor.
Hydrate to Lose Weight: Drinking Water & Its Relationship to Weight Loss
It all begins with water ..
Bodybuilding Weightloss Diet Tips And Strategies
Just the facts on bodybuilding weightloss strategies that work. No fluff or filler here.
Rating The Diets: A Mindless Exercise?
There has been a recent surge in the experts weighing in (pun intended) on popular and celebrity diets to rate them in terms of effectiveness, nutritional adequacy, and balance. Look at the latest crop of magazines, Internet news reports, and television specials.
Section Site Map - Submit News - Feedback - Comments - Advertise with Us
Copyright © BoxingScene.com LLC. All rights reserved.