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The new Ronald McDonald

Can you make a clown cool?
Can you make a clown cool?

Just when he was about to become vintage. Ronald McDonald just received a makeover, and more to the point, a resurrection. When was the last time you saw, prancing around McDonald's premises, the eerily familiar clown in red and yellow checkered leggings, with psychopathic white face paint, wearing a jacket the texture of meat-butcher's? Surprisingly, these statutes, and commercial appearances have dwindled. Maybe it was all the yellow, maybe it was his haunting resemblance to the Joker, or maybe it was just the fact almost everyone seems to have a childhood-onset fear of clowns.

Whatever the case, McD executives faced a decision. Do we leave Ronald behind as a distant, and somewhat awkward mark of a bygone era? Do we bring him back in all his iconic creepiness, and just embrace it? Or do we move forward with a 'hipster, trendy, climate-change-activist' Ronald of the 21st century, complete with cargo pants and a 'whimsical blazer'?

Call me old fashioned, or Republican, if you will, but I don't like change. My instinct would have been to welcome back and coronate the bizarre, disturbing, old Ronald in full, ironic, self-deprecating glory. But that's why I'm not running anyone's marketing campaign. McDonald's went the safe route, recognizing they already had in place a recognizable company mascot, unique among its rivals, and could exploit that fact by bringing their champion back with a modernized twist. The ploy hearkens back to Wendy's subtle, but intentional renovation of their logo a couple years back. New, but not too new.

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