In a nation where kid-targeted fast-food spots have been panned as a cause of childhood obesity, there has been much media speculation that the world’s most famous spokes-clown was disappearing from McDonald’s advertising.
Far from it. Ronald McDonald never did get axed. And in a half-dozen ads to launch over the next several months, he’s a chipper Ronald-in-motion: dancing, playing soccer, shooting hoops — and nudging kids to visit his website and download photos and videos — Ronaldgrams — to share with friends.
“Kids today live in a digital world,” says Dean Barrett, McDonald’s global marketing officer. “You have to speak to kids in a digital language to connect.”