| In a global television commercial just
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| | Ronald will soon get to demostrate just
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| launched (10 June 2005), Ronald McDonald
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| | how multi-lingual he is. The new
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| energetically rides a bike. He deftly
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| | commercial airs first in the United
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| shoots hoops with basketball megastar Yao
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| | States and will soon be broadcast in
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| Ming. He even snowboards like a pro.It's
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| | Canada, Germany, Italy, Portugal, China,
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| enough to make you choke on your
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| | Hong Kong, Singapore, Taiwan, New
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| super-sized Big Mac meal. Yes, McDonald's
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| | Zealand, Puerto Rico, Uruguay, Chile and
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| "Chief Happiness Officer" now has a new
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| | Argentina.And that's only the beginning.
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| title: "Amabassador of Balanced
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| | The TV spots will be followed later this
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| Lifestyles".But he won't be giving up his
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| | year with a series of "Go Active with
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| old job.The McDonald's-owned website,
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| | Ronald McDonald" interactive community
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| GoActive.com, explains how Ronald juggles
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| | shows accross the US and in other
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| the two titles. "As McDonald's Chief
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| | countries.Active he may be, but it's
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| Happiness Officer, Ronald McDonald is
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| | obvious even Ronald will need some help
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| involved with anything and everything
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| | in this historic mission. Tennis stars
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| that makes people happy. He wants the
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| | Venus and Serena Williams, hockey player
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| best for everyone."And it seems that when
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| | Wayne Gretzky and speed skater Bonnie
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| it comes to what's best for everyone,
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| | Blair are among the sporting luminaries
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| fatty junk fare (described by GoActive as
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| | McDonald's has pressed into service.CEO
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| "tasty, wholesome food") is just not
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| | Skinner has declined to put a price tag
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| enough any more. In a stunning
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| | on the mission, but perhaps the TV
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| revelation, the site tells us that we now
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| | networks and sports stars will get with
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| also need "physical activity that seems
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| | the public-spiritedness of the campaign
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| like play" and "robust good health".Enter
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| | and donate their services gratis.Of
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| Ronald in his new, ambassadorial role ...
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| | course, the company is adamant that none
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| "Ronald believes in an active, balanced
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| | of this has anything to do with all those
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| lifestyle. He lives one himeself. And he
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| | unfairly-critical articles in the media,
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| is the ambassador of active, blanced
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| | alarmist books like Fast Food Nation, and
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| lifestyles for everyone."So just what
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| | muck-raking documetaries like Super Size
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| does this new diplomatic status entail?
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| | Me. Nor, its insists, has it anything to
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| GoActive,com explains that Ronald
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| | do with recent court actions in which
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| considers physical activity a "critical
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| | money-grabbing litigants have won
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| component of the energy balance
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| | millions of dollars in settlements.On the
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| equation".Wow, Ronald's starting to speak
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| | contrary, we're told, the latest campaign
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| like an ambassador already! We ordinary
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| | is just a natural evolution of previous
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| folk would have said something low-brow
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| | efforts on Ronald's part to teach
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| like, "If you're going to eat fattening,
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| | children how to keep safe, like fastening
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| junk food, you'd better try to burn it
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| | seat belts and wearing bicycle helmets -
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| off with some exercise".Like any good
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| | both very important things for kids to
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| diplomat, Ronald's pretty vague about how
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| | know, so we'll understand if Ronald
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| he's going to achieve this goal,
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| | forgot to warn them not to eat unhealthy
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| promising to work "with the people of
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| | food like burgers and fries."This is just
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| McDonald's in various ways to help
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| | another way we're communicating with our
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| parents and children identify realistic,
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| | customers on the importance of energy
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| fun ways to incorporate fitness and
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| | balance," company spokesperson Lisa
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| exercise into their daily lives."If
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| | Howard said.Hey, there's that "energy
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| Ronald's sounding ambassadorial, his
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| | balance" term again.Sounds like Lisa's
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| boss, McDonald's Chief Executive Officer
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| | been getting some lessons in
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| Jim Skinner, sounded positively
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| | diplomat-speak from Uncle Ronald!Alan
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| Presidential when he announced his
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| | Cooper is a journalist with 20 year's
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| company's "It's what I eat and what I do
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| | experience and the publisher of a site
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| ... I'm lovin' it" campaign."We will use
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| | with the ambitious aim of being a
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| our size and strength to set an example,"
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| | "one-stop-shop" for impartial information
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| he told the media. The campaign includes
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| | on obesity and weight loss solutions -
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| television adverts, new packaging, an
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| | including fad diets, prescription
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| updated Web site and a fresh series a
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| | weightloss pills and natural weightloss
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| videos featuring Ambassador Ronald
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| | aids.ObesityCures also has pages devoted
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| teaching children how to eat well and
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| | to Ronald McDonald and other developments
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| stay active.And like a true diplomat,
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| | on the obesity and fast foods front.
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