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.
Culver prom limo ..Have you ever wondered why diet books always seem to... Read More
Are you gaining weight sitting in front of the computer?... Read More
Healthy eating has become part of your life, but you're... Read More
"I'm too busy!" "I'm always on the run." "I... Read More
In today's bustling world we are constantly surrounded by media... Read More
This is a layman marketer's observations on diets and weight... Read More
After patients have had gastric bypass surgery comes a very... Read More
Many people today are interested in weight loss and weight... Read More
Weight loss surgery is fast becoming a very popular way... Read More
According to the Journal of the American Medical Association, writing... Read More
Like many people I've been on dozens of diet plans... Read More
Fat Loss Tip #4) Eat More ProteinYes, it's important to... Read More
Much has been written about obesity and globesity. Obesity is... Read More
Resistance training, also known as strength training, does not require... Read More
Don't diet, just eat and lose weight!First, the following "diet"... Read More
Metabolism is essentially the speed at which our body's motor... Read More
It seems there are two schools of behavior patients follow... Read More
You are ready to shed those energy draining, body crippling,... Read More
A startling fact is that carbohydrates are not responsible for... Read More
Once there were these two Nuns and they...just kidding! Do... Read More
Many Americans include health improvement in their New Year's Resolutions.... Read More
Tip 1) DRINK A GLASS OF WATER AFTER EACH SNACKThis... Read More
Have you ever wondered with all the weight loss programs... Read More
When most people think of low carb diets they automatically... Read More
Why Making Small Changes in Your Eating Habits Adds up... Read More
Wood Dale limo ..Are you considering a low carb diet? If so you... Read More
When the DSHEA (Dietary Supplement Health Education Act) was passed... Read More
I know a lot of people out there would like... Read More
We are bombarded with advertisements pushing delicious looking, fat filled,... Read More
Why is it so hard to lose weight and keep... Read More
Well, to begin with, there isn't really any one Mediterranean... Read More
With all the excitement regarding high protein diets, one area... Read More
Any food that we take into our bodies is composed... Read More
Fat Loss in GeneralThis morning I conducted a search engine... Read More
First of all we need to find out a reason... Read More
FACT: Obesity accounts for 300,000 deaths a year in the... Read More
There Is A Right Way to Chew!Chewing your food is... Read More
A little information if often a dangerous thing... and many... Read More
Some of you will not like what I have to... Read More
You've decided it's time to lose some weight. A lot... Read More
It is not recommended to lose more than 1 pound... Read More
Weight Loss is something that many Americans struggle with. In... Read More
Stomach-Stapling Surgery ------------ There's no doubt that stomach-stapling surgery leads... Read More
I can't do that Until I Lose This Weight! If... Read More
Eating when under stress isn't just about filling an emotional... Read More
Losing Weight quickly and easily has become one of the... Read More
Exercising too hardThis is probably the most common mistake. As... Read More
Debunking The Ab MythAb training has been done to death... Read More
The goal of many athletes and exercisers is to "get... Read More
What is negative calorie effect? Whatever food we eat,... Read More
Weight Loss |