Ronald McDonald the chubby, cheerful icon of the McDonalds chain is set to undergo a makeover. A new ad campaign, starting in the summer of 2007, will reveal a leaner, more active Ronald. His clothes will be less baggy and he will be shown participating in activities like juggling, snowboarding and playing basketball, with popular sports personalities.

The ads are part of a campaign to encourage exercise among kids. McDonalds has long been accused of promoting childhood obesity with its high fat burgers and fries.

Jeff Carl, McDonald’s corporate vice-president of global marketing explained that Ronald was ‘encouraging children to get up on their feet and start moving’.

The odd thing about these ads is the complete absence of any McDonald’s products. The only visible foods are fresh fruits. It appears that even the management of the fast food chain cannot honestly claim that their foods are part of a healthy lifestyle.