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Ronald McDonald gets reincarnated
May 22, 2014 10:52 AM   Subscribe

Are you lovin it? Gone is the infamous jumpsuit. Hello leisure suits and boyfriend jeans!

From McDonald's press release:

Ronald McDonald will be sporting a new wardrobe, which includes yellow cargo pants and a vest, accompanied by a red-and-white striped rugby shirt. His iconic big red shoes will remain the same. Reserved for special occasions, Ronald has a whimsical new red blazer with the Golden Arches on the front pocket and his well-recognized signature on the back, and a special bowtie to complete the look.

Ronald’s new clothes were designed by esteemed theatrical designer Ann Hould-Ward. In addition to countless Broadway, off-Broadway, and regional theater credits, Hould-Ward won a Tony Award for “Beauty and the Beast,” and received nominations for “Into the Woods,” and “Sunday in the Park with George.”

At least it's not as bad as the original Ronald McDonald.

Updated him if you will, but my favorite reincarnation remains the trippy 70s-inspired vacation to McDonaldland.

If only they updated their menu and labour policies so people wouldn't have to protest...
posted by St. Peepsburg (77 comments total) 6 users marked this as a favorite

 
what the crap are "boyfriend jeans?"
posted by stenseng at 10:59 AM on May 22 [9 favorites]


It's like they're not even trying. Step up your game, America.
posted by ardgedee at 11:00 AM on May 22 [2 favorites]


what the crap are "boyfriend jeans?"

Jeans women wear that are like 3-4" too short, too baggy, big cuffs, and look horrible

example

example
posted by St. Peepsburg at 11:03 AM on May 22 [1 favorite]


what the crap are "boyfriend jeans?"

An excellent question. As far as I can tell they're the highly-designed, ultra scruffy, cuffed, loose-fitting, low-rise jeans made for women. The scruffiness, poor fit in length (hence cuffs), and overall looseness of the fabric makes them resemble something a lady might pick up off the floor of her boyfriend's apartment and put on for casual non-nekkidness.

I don't think they're cargo pants, which is what RMcD is wearing for his new duds. But...?
posted by carsonb at 11:03 AM on May 22




Yeah, I know what boyfriend jeans are, and those, sirs, are not boyfriend jeans.

I think they just mean pants with a wide-ish leg?

That also isn't a leisure suit, so, I dunno, maybe they should have checked with the designer or looked up some words in a dictionary before using those terms in their press release.

(I kind of like that piped red sportcoat. It's a bit Captain Kangaroo, but then it's a mascot geared at children, so sure.)
posted by Sara C. at 11:05 AM on May 22 [2 favorites]


I AM lovin' it.
posted by gekogekogeko at 11:07 AM on May 22


"Boyfriend jeans" are a pair of (probably 100% cotton) denims for women that are slightly looser and have a more relaxed fit than standard women's jeans (which are rarely 100% cotton and fit like you need a shoehorn to put them on.)

But they are your "boyfriends" denims because, you know, fashion and gender and stuff.
posted by awesomelyglorious at 11:08 AM on May 22


What gets extra complicated is when you try to cross Boyfriend jeans with Mom jeans and end up with You're Not Replacing My Real Father, Ted jeans.
posted by cortex at 11:09 AM on May 22 [43 favorites]


So they're pants specially fitted to be poorly fitted?
posted by ckape at 11:12 AM on May 22 [3 favorites]


what the crap are "boyfriend jeans?"

The look is supposed to suggest you snagged your boyfriend's jeans.

While an interesting interpretation of Ronald's new attire, I'm not sure it's accurate.
posted by ChurchHatesTucker at 11:13 AM on May 22


Shouldn't something called "boyfriend jeans" be comically long, rather than comically short?
posted by gurple at 11:14 AM on May 22


That's why they're rolled up at the bottom.
posted by filthy light thief at 11:15 AM on May 22 [1 favorite]




I don't think it matters how you dress the clown, he's still a clown, so he's clearly hiding something. Why else wear such garish makeup?
posted by filthy light thief at 11:17 AM on May 22


McBodyHorror
posted by gurple at 11:18 AM on May 22 [3 favorites]


That link to the original...not prepared for that. It's less menacing on like 3rd glance but holy crap I actually recoiled from my phone.

I love that mcd sent a statement to huffpo about huffpo referring to that pic as a "nightmare".
posted by sio42 at 11:20 AM on May 22 [1 favorite]


So if you are a boy and your boyfriend is a boy and you are the larger of the two of you does that mean jeans that fit like Capri pants are your "boyfriend jeans"*?

*Terms taken from the link.

The world of fashion seems, lucky old white male me, fraught and utterly baffling.
posted by vapidave at 11:23 AM on May 22 [1 favorite]


cortex: What gets extra complicated is when you try to cross Boyfriend jeans with Mom jeans and end up with You're Not Replacing My Real Father, Ted jeans.

Perfect for flopping on your bed crying after reminding Ted that your real dad is going to come back from Vietnam one day, he'll see.
posted by dr_dank at 11:24 AM on May 22 [8 favorites]


Perfect for flopping on your bed crying after reminding Ted that your real dad is going to come back from Vietnam one day, he'll see.

Whoa, that got real dark real fast.
posted by Elementary Penguin at 11:27 AM on May 22 [16 favorites]


As a kid, we had the McDonaldland playset modeled after the trippy 70s commercial.

However, my favorite incarnation of Ronald (and several other mascots) is in this video.
posted by Muddler at 11:27 AM on May 22


"As a strategy, it feels a little desperate," says Kate Newlin, a brand consultant. She says it's as if the new Ronald is shouting: "Please remember you once loved me."

can the new ad campaign just be a 30 second spot of Ronald McDonald staring into the camera and then saying that at the very end
posted by FAMOUS MONSTER at 11:28 AM on May 22 [28 favorites]


Reserved for special occasions, Ronald has a whimsical new red blazer with the Golden Arches on the front pocket and his well-recognized signature on the back, and a special bowtie to complete the look.


I am very curious what these special occasions could possibly be. Lunch with a head of state?
posted by degoao at 11:29 AM on May 22 [5 favorites]



The look is supposed to suggest you snagged your boyfriend's jeans.

Is your boyfriend 6" shorter than you ?
posted by Pogo_Fuzzybutt at 11:31 AM on May 22


Hence the cuffs.
posted by ChurchHatesTucker at 11:33 AM on May 22


Maybe Ronald's boyfriend is the Hamburgler. He's short. I'm not here to judge.
posted by NoraReed at 11:39 AM on May 22 [8 favorites]


In that slideshow, most of the pictures identify him as "Ronald McDonald," but a couple of them say "a [man|person] dressed as Ronald McDonald."

It's political correctness gone mad, obviously, but it's not even consistent. Why? What distinction are they making? EXPLAIN.
posted by ernielundquist at 11:39 AM on May 22


In that slideshow, most of the pictures identify him as "Ronald McDonald," but a couple of them say "a [man|person] dressed as Ronald McDonald."

My mom once told me that Ronald McDonald can't be everywhere, so sometimes he has helpers who come to see the little boys and girls and pose for press photos for relaunch campaigns.
posted by inturnaround at 11:41 AM on May 22 [9 favorites]


It's political correctness gone mad, obviously, but it's not even consistent. Why? What distinction are they making? EXPLAIN.

They're just noting which photos are really of Ronald McDonald and which are of actor(s) hired to play Ronald McDonald when he's not available.
posted by cjelli at 11:42 AM on May 22 [8 favorites]


New Ronald is significantly less nightmare-inducing than that freaking Happy Meal thing. I have to assume the Happy Meal spends most of its time watching you sleep and feeds on kale, the hopes/dreams of children.
posted by sparkletone at 11:44 AM on May 22



Before: Mustard and ketchup.
After: Mustard and ketchup.
 
posted by Herodios at 11:45 AM on May 22 [3 favorites]


Fun fact: Willard Scott was the first Ronald McDonald.
posted by Daddy-O at 11:47 AM on May 22 [2 favorites]


The Ronald is not the territory. Ceci n'est pas une clown.
posted by cortex at 11:56 AM on May 22 [5 favorites]


cortex: What gets extra complicated is when you try to cross Boyfriend jeans with Mom jeans and end up with You're Not Replacing My Real Father, Ted jeans.

Perfect for flopping on your bed crying after reminding Ted that your real dad is going to come back from Vietnam one day, he'll see.


How did I get dragged into this?
posted by TedW at 11:57 AM on May 22 [7 favorites]


He looks just like the old Ronald McDonald, except his jumpsuit's been turned into separates and his pants no longer have that extra skosh of hip room. At least he won't have to undo a three-foot-long zipper in order to pee, so that's nice for him.
posted by Metroid Baby at 11:57 AM on May 22 [2 favorites]


I once accidentally half put my girlfriend (now wife)'s jeans on to answer the door, thinking they were mine, and answered the door with a pair of unzipped jeans that started mid-thigh and ended four inches below my feet. I will now think of this look as "girlfriend jeans."

It goes without saying that I was really fucking drunk when this happened.
posted by Bulgaroktonos at 12:00 PM on May 22 [6 favorites]


"I've worked with some really big names over the years," Hould-Ward said in a statement. "Suiting up a living legend was a real thrill."

"A statement, by the way, that I am by no means contractually obligated to make."

The terrifying McDonald’s Happy Meal mascot is a hideous demon creature

Yikes, you weren't kidding. How did the decision to use that cardboard box with eyes, teeth and a mouth as a mascot get made?

The idea of having a cartoonish spokesperson for your product itself seems out of date. We all view McDonalds as a soulless corporate monolith now, and that's a perception no amount of forced whimsy is going to counter.
posted by JHarris at 12:00 PM on May 22 [1 favorite]


I thought 'boyfriend jeans' were just when ladies wore ugly jeans because, hey, got a boyfriend already, don't care.
posted by resurrexit at 12:02 PM on May 22 [5 favorites]


At least he won't have to undo a three-foot-long zipper in order to pee, so that's nice for him.

what the new ronald must do to pee is something much worse. something...darker.
posted by FAMOUS MONSTER at 12:04 PM on May 22 [5 favorites]


The idea of having a cartoonish spokesperson for your product itself seems out of date.

I'm waiting on Mickey-D's yuru-kyara.
posted by ChurchHatesTucker at 12:07 PM on May 22


Have you ever wondered what happened to Mayor McCheese and Big Mac? He... ate them.
posted by JHarris at 12:08 PM on May 22 [1 favorite]


Reserved for special occasions, Ronald has a whimsical new red blazer with the Golden Arches on the front pocket and his well-recognized signature on the back, and a special bowtie to complete the look.

delgoao: I am very curious what these special occasions could possibly be. Lunch with a head of state?

Well, there are Dietetic Association conferences, for example. You don't want to be catering those lunches in boyfriend jeans, now do you? People would scoff, and consider you to immature to discuss dietary policy for school children.
posted by filthy light thief at 12:12 PM on May 22 [2 favorites]


ChurchHatesTucker: I'm waiting on Mickey-D's yuru-kyara.

Will a chibi Ms. Mickey-D suffice? (It's a bit of "fan" art, modifying an existing Nendoroid Miku Hatsune chibifig.)
posted by filthy light thief at 12:14 PM on May 22 [1 favorite]


In that slideshow, most of the pictures identify him as "Ronald McDonald," but a couple of them say "a [man|person] dressed as Ronald McDonald."

It's political correctness gone mad, obviously, but it's not even consistent. Why? What distinction are they making? EXPLAIN.


Simple, the Ronald McDonald we see is not Ronald, but simply a man, the real Ronald's avatar on Earth. The real Ronald lies sleeping in McDonaldland until the events foretold in Ray Kroc's secret business plan come to pass and he awakens. Be alert for the signs: mass burgling of hamburgers heralds the coming of the Fry Kids, who open the way for The Grimace.

Some say that the erratic behavior of Rob Ford is due to a failed attempt to incarnate Mayor McCheese using him as a vessel, which was simply too much for his mind.
posted by jason_steakums at 12:16 PM on May 22 [22 favorites]


Will a chibi Ms. Mickey-D suffice?

Oddly, yes.
posted by ChurchHatesTucker at 12:18 PM on May 22



Have you ever wondered what happened to Mayor McCheese and Big Mac? He... ate them.


Trapped in the walk-in what had caved in
And everyone knows the only ones left
Were Ron, Big Mac, and McCheese
When we broke through to pull 'em free
The only one left to tell the tale
Was Ron McD

Mac 'n' Cheese, Mac 'n' Cheese, where on earth did they go?
Ron MacDee, Ron MacDee, God why don't he know?

 
posted by Herodios at 12:21 PM on May 22 [4 favorites]


Instead of spending however-many consultant man-hours and however many thousands of dollars designing and market-testing new clothes for Ronald McDonald, why didn't they put that money and effort towards creating a mascot/icon that isn't creepy as fuck??
posted by mudpuppie at 12:23 PM on May 22 [3 favorites]


I think once emotions for or against the restaurant are put aside, it's a good reboot. It changes just enough to freshen up and modernize an icon but not enough that we can't totally recognize it in an instant. This is exactly how companies should keep their brand current.
posted by Foam Pants at 12:25 PM on May 22 [1 favorite]




I'm waiting on Mickey-D's yuru-kyara.

So I went and Googled that. Huh.

I've been disturbed by the Japanese trend to anthropomorphize any and everything. I'm not talking about little animal mascots, I'm talking about the Strike Witches and Axis Powers Hetalia and Hyper Dimension Neptunia and OS-tans and things like that.

But those things, I observe, are different from standard advertising mascots, which kind of represent products but not the corporation that makes that product itself.

I'm wondering why Stereotypical Japan hasn't created personifications for actual corporations yet (assuming they haven't knock on wood). My guess is that at best you'd get something like Li'l Slugger, and at worst, a Shoggoth.
posted by JHarris at 12:27 PM on May 22 [2 favorites]


McDonald's drops "Hammurderer" character from advertising.

Oh that's a classic. Stabble stabble stabble!
posted by JHarris at 12:28 PM on May 22


Surely some revelation is at hand;
Surely the Second Coming is at hand.
The Second Coming! Hardly are those words out
When a vast image out of Spiritus Mundi
Troubles my sight: somewhere in dark of the boardroom
A shape with condiment body and the head of a clown,
A gaze blank and pitiless as the sun,
Is moving its boyfriend jeans, while all about it
Reel shadows of the genetically modified birds.
The darkness drops again; but now I know
That twenty centuries of stony sleep
Were vexed to nightmare by a rocking cradle,
And what rough beast, its hour come round at last,
Slouches towards Burger King to be born?
posted by davidjmcgee at 12:40 PM on May 22 [6 favorites]


What gets extra complicated is when you try to cross Boyfriend jeans with Mom jeans and end up with You're Not Replacing My Real Father, Ted jeans.

Father Ted Jeans: Buy them with the money just resting in your account.
posted by cottoncandybeard at 12:56 PM on May 22 [6 favorites]


I am NOT lovin' it.
posted by Kitteh at 1:20 PM on May 22


cargo pants

sporty yellow vest

red-and-white striped rugby shirt.

big red boots


Can you make fun of Ronald's new outfit when you have owned each of those items individually at one time or another? Asking for a friend...
posted by MCMikeNamara at 1:22 PM on May 22 [4 favorites]


The terrifying McDonald’s Happy Meal mascot is a hideous demon creature

Not only are those eyes um... molesty, but what the fuck that looks like CGI from some early 90s shit. like this style(or this which inspired it)

It's like... fucking reboot, or something. what the hell?
posted by emptythought at 1:29 PM on May 22 [1 favorite]


The french fries in that 50 year old Willard Scott photo look really good and probably only cost a nickel.
posted by item at 1:29 PM on May 22 [1 favorite]


At least he won't have to undo a three-foot-long zipper in order to pee, so that's nice for him.

That'll sure speed up making the McCafe Shakes!
posted by Celsius1414 at 1:38 PM on May 22


Father Ted Jeans: Buy them with the money just resting in your account.

That's right, Dougal. You see, ordinary shops sell what look like black jeans, but if you look closely, you'll see that they're very, very, very, very, very, very, very dark blue.

Never buy jeans from a normal shop.

*whispers*
They shaft you every time.
posted by inturnaround at 1:48 PM on May 22 [1 favorite]


He looks like a Bay City Roller.
posted by Sys Rq at 1:49 PM on May 22 [3 favorites]


My new favorite Ronald McDonald style is the "Sexy Ronald" by Wizard Skull, found on posters around Bushwick, Brooklyn.
posted by dammitjim at 2:04 PM on May 22 [3 favorites]


cargo pants

sporty yellow vest

red-and-white striped rugby shirt.

big red boots


Can you make fun of Ronald's new outfit when you have owned each of those items individually at one time or another? Asking for a friend...


So you...r friend was a candy raver?
posted by filthy light thief at 2:07 PM on May 22 [1 favorite]


At least it's not as bad as the original Ronald McDonald.

Why... why does he have two sets of eyebrows?
posted by ricochet biscuit at 2:24 PM on May 22


Having him wear cherry Docs with white laces is a strange choice too.
(Yeah I know, they're actually yellow laces).
posted by Flashman at 2:25 PM on May 22


I would so love Ronald McDonald to become the new adopted mascot of the Hammerskins or whatever morons it was that wore white laces.
posted by item at 2:52 PM on May 22 [2 favorites]


what the crap are "boyfriend jeans?"

It is what women who have to make a living at McDonald's have to wear because they cannot afford to buy pants for themselves...
posted by Alexandra Kitty at 3:39 PM on May 22 [1 favorite]


Ronald McDonald gets reincarnated

You mean regenerated.

oops i've said too much
posted by Tell Me No Lies at 4:32 PM on May 22 [3 favorites]


Looks like a damned Juggalo on Prozac.
posted by cybrcamper at 5:02 PM on May 22 [2 favorites]


Back in 2005, all of us on LiveJournal rejoiced to Miss McDonald.
posted by Joey Michaels at 5:26 PM on May 22


He looks like he's decided to try out for host of a remake of the Match Game
posted by Ray Walston, Luck Dragon at 6:15 PM on May 22 [1 favorite]


"Mayor McCheese was so corrupt..."

how corrupt was he?!

"Mayor McCheese was so corrupt, he made you use special sauce to grease his blank."
posted by Ray Walston, Luck Dragon at 6:23 PM on May 22 [5 favorites]


why does he have so many pockets? what's in all those pockets? how come they didn't given him a beard?
posted by turbid dahlia at 6:35 PM on May 22 [1 favorite]




Ỳ̐̈́͐O͢U̒̊͋̆̋ M͖̘̠̻̻͈̋ͫ͗͘Uͦ̿̀̽̒ͤS̮̻̯͔̃̌̋͛͛̍T̗͚͍͋̂͂̊ͩ ̴̗͚̒̽̆ͣN̳͔̥͔͖̫͢O̢͕ͭ͐ͨ̽̾T̩̥̖̤̹A̰̎ͤS͉̺͎͖̩͎K͔̠̠ͪ̃ͤͫ̄̋̊ A̯̤̍̀B̢̗͉̖̩O͍̣ͥU̗̤̦͖̠̤̮̇̓T͍͖̯̤̯̟͕ͦ̐͊̂͑͌ͥ ̰ͤͩͬ͞T̰̼̪͊̂͠H̪͎̲̭̱͈̺̽̑E̴͑̉ͩ̐̉ ̤̣̞̤̌̋P̭͔̞͓̳̔ͧ́̽ͤ̍̂O̘̦̰̲͊͌̑̽̿̚̕ͅC̭̰͇̦̃̒͢K̻̪̣̠̠̤̣̿̕E̜̲̤͔̔ͨ̈ͣT̩̫͖͑S̬̠̠̖̙̾̐̂͛ͤ
posted by NoraReed at 8:36 PM on May 22 [4 favorites]


Ronald McDonald has a boyfriend? Talk about burying the lede.
posted by yoink at 8:46 AM on May 23 [1 favorite]


I think the Ronald McDonald (well, Donald McDonald since it's Japan) should have his special attacks and compatriots in his MUGEN character added to the Ronald canon:

Ronald McDonald vs. Esmerelda
posted by AaronRaphael at 11:51 AM on May 23 [2 favorites]


Found on Imgur: So I got a happy meal ..... (and a knife, but not with the happy meal)
posted by filthy light thief at 6:44 PM on May 26


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