Same clown, new clothes: Is that the main takeaway of McDonald’s newest makeover of its brand ambassador Ronald McDonald?
On Wednesday, the Oak Brook, Ill., fast-food giant unveiled a new look for the redheaded clown and announced he’d be featured on McDonald’s social media accounts.
Gone are the lumpy yellow jumpsuit and Where’s Waldo-esque sleeves. In their place are mustard cargo pants and a red-and-white striped rugby shirt. For “special occasions,” there’s a bow tie and a red blazer festooned with golden arches and Ron’s signature.
He still wears gloves. He still clops around in giant red shoes. His substantial hair is still blazingly loud. It might be a bit sleeker, though.
But if clothes make the man, this one at least has some showbiz pedigree. The character’s new duds were designed by Ann Hould-Ward, who has been nominated for two Tonys and won a third for dreaming up the costumes for the Broadway staging of “Beauty and the Beast.”
Creating the outfit for Ronald the drive-through don, however, was “one of the highlights of my career,” Hould-Ward said in a statement.
McDonald’s is giving the character an active presence on social media for the first time since he debuted with a television appearance in 1963. He’ll use the hashtag #RonaldMcDonald and will tout his mission statement of “fun makes great things happen.”
For years, the clown has mostly concentrated on being the ever-so-white face of Ronald McDonald House Charities. His last redesign was in 2005.
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