Ronald McDonald in new role

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McDonald's Corp. issued a "teaser" press release Wednesday noting that its Ronald McDonald character will be appearing in grown-up settings in commercials breaking next month. The company said it was to prepare for "a big premiere at McDonald's on May 9." Although the release went no further, that's when the fast-food leader is expected to introduce Arch Deluxe, a burger laden with extras to appeal to adults (AA, April 8). In the commercials, McDonald's said, Ronald will be shown enjoying golf, disco dancing and pool. Fallon McElligott, Minneapolis, created the spots.

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