What’s missing from Denis Weil’s newly redesigned McDonald’s? It’s more like who: Ronald McDonald, Ad Age’s second-greatest ad icon of the 20th century, seems to have vanished. Activists have called for Ronald to retire (and not because he now clashes with the decor), but McDonald’s, when asked, swears he’s still got a vital role to play. CEO James Skinner gave Ronald the dreaded vote of confidence at the 2010 annual shareholder meeting. Sure, he’s got his charity work (Ronald McDonald House Charities), the occasional Happy Meal box cameo, and live appearances. If he could just book an ironic Super Bowl ad, he could be the next Betty White. McDonald’s won’t use him in national spots, so he’s moved on to plan B. At Sundance this year, he played a criminal in Logorama, an animated short satirizing our brand-saturated culture. Maybe Ronald and the No. 1 icon, the Marlboro Man, are planning their comebacks by hooking up with Sylvester Stallone. Look for them in The Expendables 2.
collections
NewsletterCourses and LearningAdvertiseCurrent IssueFast Government
The future of innovation and technology in government for the greater good
Most Innovative Companies
Our annual guide to the businesses that matter the most
Most Creative People
Leaders who are shaping the future of business in creative ways
World Changing Ideas
New workplaces, new food sources, new medicine--even an entirely new economic system
Innovation By Design
Celebrating the best ideas in business