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Looking to the future and to older customers meant a clean break with the way they'd done things in the past, such as utilizing a lineup of creatures and characters to sell its food. In other words, McDonald's began downplaying its McDonaldland characters, particularly the Hamburglar. The Hamburglar's earlys banishment may also be tied to controversies surrounding childhood obesity and how McDonald's Happy Meals could affect kids' diets. In and ,just around the time that the Hamburglar quietly stopped showing up in commercials, McDonald's faced a lawsuit over its alleged role in making kids unhealthy , CNN reports.
In August , the parents of two medically overweight teenagers sued McDonald's for not properly informing the public that McDonald's food contained high amounts of fat, sugar, and salt, and the suit also alleged that the chain's offerings were responsible for the daughters' obesity, heart disease, high blood pressure, and high cholesterol. The plaintiffs' attorney, Samuel Hirsch, told CNN that his team was "not looking to get rich from a large money settlement" but wanted to create "a fund that will educate children about the nutritional facts and contents of McDonald's food.
McDonald's won the suit a New York judge dismissed it , but it still brought bad press to the company and made millions at least consider the idea that McDonald's food could make kids unhealthy.
It seemed like a PR disaster, and McDonald's certainly wasn't going to aggressively market to kids — with ads featuring the kid-friendly Hamburglar — after that.
Marketing and advertising are all about emphasizing the new or the improved. Companies spend millions to persuade customers to buy their goods and services, and ads aim to differentiate those items from the competition by making them look interesting, fresh, and even revolutionary. That philosophy means that specific ad campaigns have a short or limited shelf life — how can a product be taken seriously as a new and amazing novelty if the commercials used to sell it are so old-fashioned and routine that they won't attract attention?
Take McDonald's, for example. The fast food conglomerate introduced its McDonaldland world in , and the last ad to feature the Hamburglar character until a later revival hit TV in That's a lifespan of 30 years for the character, and by the end he was likely starting to seem tired and dated. The Hamburglar dressed vaguely like the title character from The Lone Ranger , a radio and TV show popular with kids in the s — and that cultural touchstone was mostly unfamiliar to the target audience of kids in the s.
It's also entirely possible, as suggested by Time , that viewers found him creepy, which is straight-up toxic for a brand. And so, by the s, the Hamburglar was gone, but he was hardly forgotten. Like a lot of other pop culture and food icons from the '70s, '80s, and '90s, he was fondly remembered by Generation Xers and Millennials who saw him wreak havoc for Ronald McDonald and the McDonaldland gang thousands of times on Saturday morning TV or during after-school cartoons.
The last appearances of Hamburglar on television were prime time commercials promoting the dollar menu. In , new images were released by McDonald's depicting the Hamburglar as a grown man wearing a fedora, a macintosh jacket atop a black-and-white t shirt, with black jeans and with high-top sneakers.
He still has a mask, but his face now also sports a good half-inch of designer stubble. The character will be in commercials for the first time since To view the Hamburglar gallery, click here. McDonald's Wiki Explore.
Browse the Menu. If so, Hamburglar should be in line for yet another makeover in the very near future. When you're a kid, you don't question the magic. That's what makes childhood so great, after all, so let's ruin some childhoods. As Time points out, there's nothing about Hamburglar that makes no sense. On the surface, sure. He loves hamburgers, so he steals them. But look at it this way: McDonald's whole deal is how they're fast and affordable, so why should he want to steal them anyway?
Plus, burgers are only really good for an incredibly short time. All those burgers he's stealing aren't going to be good by the time he gets to eat them — and how many can that little guy eat, anyway? He's also shoving them in a sack and carrying them off to his Hamburglar hideout, so let's look at what he's going to be getting when he gets there — cold, soggy, crushed burgers.
So, why does he do it? Because he can? To create a little chaos? Because he's got nothing else going on? Whatever his motivation, it actually is pretty illogical. He was originally a creepy old man YouTube.
He was once part of a duo YouTube. He did talk There's a story about how he got his stripes YouTube. He was retired from to Instagram. The new Hamburglar was designed for Millennials YouTube. There's a big problem with the new Hamburglar YouTube.
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