You can steal my hamburger any day, sir.
McDonald’s, the restaurant famous for its Golden Arches and Big Mac, has launched a new face for its mischievous mascot, the Hamburglar. And we’re not afraid to say it: he’s damn sexy.
Once an odd-looking cartoon, Hamburglar is now a stubbled hipster-dad in super-villain garb, and everyone’s dying to get a piece of dem sesame seed buns. “He’s had some time to grow up a bit and has been busy raising a family in the suburbs and his look has evolved over time,” explained McDonald’s VP of marketing.
Hamburglar’s sexy rebrand seems to be a symptom of what Slate refers to as McDonald’s identity crisis, a result of plummeting sales over the past five years. The Hamburglar’s hot comeback is a welcome departure from McDonald’s healthy options phase. (You weren’t fooling anyone with those forever-fresh apple slices.) It’s also seen as an attempt to give the sexy Carl’s Jr. Burger ads a run for their money (See? McDonald’s can be sexy, too!), except Ronald McDonald is angling to catch the eyes of moms and kids, too. Creepy? Possibly. Smart? Oh yeah.
While we respect a quintessential suburban dad in a tight t-shirt who flips burgers by day and steals meat products (and hearts) by night, is 5 o’clock shadow and good genetics enough to save a massive global brand from dire straights? Only time will tell.
What are your thoughts on McDonald’s new and improved Hamburglar character? Let Vv Magazine know in the comments below or tweet us @ViewTheVibe.