To see Ronald McDonald, I have to lie.I tell the woman from the advertising agency on the phone that I want to show my children Ronald.I have been warned: don't say that you are a journalist - otherwise you will put on right away!For a moment it is quiet in the line, then the woman says: "Wait a moment."A few minutes later she reports again:" 357 Hamilton Avenue on 25.September at 2 p.m.."The area in Brooklyn around the Hamilton Avenue is inhospitable.Scraps and car workshops alternate, in between a church candlestick.The McDonald's is almost under a motorway bridge, on which workers grind the steel beams.The air is yellow from the dust.165 colored McDonald's air balloons dangerously in the backlight.On the balloons: "Children are number one at McDonald's."Today is" appreciation of the customer day "in the branch".In the morning you could already learn how to make up.There is a mountain bike to win at a raffle.And from 2 p.m. to 4 p.m. Ronald appears.He immediately recognizes that the photographer is a photographer.Although she only took out her holiday club camera so as not to attract attention.Okay, we are the only white in the shop and the only ones without children.
A horde of children surrounds Ronald and looks fascinated how he disappears three red foam balls and reveals behind the ear of a boy.Then he distributes toys for the correct answer to questions such as: How many balloons hang in the McDonald's?165.What shoe size has Ronald?62.How do you get an elephant from a Volkswagen?Just as you got it in.
He is as well known in American children as Santa Claus.Critics consider him a rat finger admirer Ronald.He has to keep the names of the children, involve the adults, guard his red Samsonite case, from which the brats always want to steal things, and get the tricks.And now I come with my empty McDonald's tray and point to the Ronald shown there: "But it looks different."Ronald answers :, Yes, he's smaller." -" Are you not at all? " -" Of course I'm Ronald." -" Can you change your figure? "Ronald's answer is lost in the tumult, but his eyes have an ironic -case expression.
A cashier takes a break outside.I learn from her that Ronald is a black man.You don't see that through the white face mask, I say."But he didn't have it yet when he came in," says the woman.The children in the restaurant do not make illusions."This is not the Ronald," says seven -year -old ketura."It's much bigger on TV.“Ronald is almost as well known for American children as Santa Claus.Critics consider him a pieder: "He leads children to bad food and bad health," says Geoffrey Giuliano, formerly Ronald in Canada, now a vegetarian.For McDonald's, Ronald is the central advertising figure - others such as Grimace, Hamburglar or Mac Tonight have been pushed into the background or abolished.Ronald stands for the good at McDonald's.He talks about the safe handling of fire in schools, opens Ronald-McDonald children's homes or shows magic tricks in hospitals."Ronald does not sell cheeseburger," says Kathryn O'Dell, Executive Director of the International Clown Hall of Fame.
Ronald remains the last taboo of McDonald's.Top managers seriously claim that there is only one side of the takeover of CEO Jim Cantalupo in early 2003 McDonald's changed tremendously.Discarded by dropouts, the documentary "Super Size Me" and court complaints from customers for obesity, Cantalupo - who died of heart failure in April - and his successor Charlie Bell at a change of image.The fast food chain should become a lifestyle group.The "Super Size", ie the option to spice up the menu with more fries and cola, was abolished.There are more salad, yogurt and "go-active" meals on the menu.Larry Light, head of global marketing, speaks of the "biggest change process that the company has ever gone through".
The turn seems successful: better management and new products increased sales and profits.The share price almost doubled in the past 18 months.The traditionally concealed company also opens up to the media.Only the identity of Ronald remains a taboo.Instead, Light tells me in detail about Ronald's new image: The mascot should be fit and know about a balanced diet."Ronald receives new costumes for playing basketball or golf."There was also a new dance for Ronald:" Do the Ronald ".Light insists that there is only one Ronald.When asked how this could be done, one of the most powerful marketing bosses in the world replies: "This is magic."Ronald's appointments coordinate regional agencies, in which restaurant managers can request a clown for around 300 euros per appearance.Ronald is often fully booked up to a year in advance."He appears two to three times a year for me," says James Lewis, who runs eight McDonald's in New York as a franchise.Why not more often?"Ronald is very busy - there is only one."How can a Ronald look after more than 30,000 branches worldwide?"Lewis counters: "How does Santa Claus manage to visit all the houses in the world on the Holy Night?" On a trip to Texas, I recently met Gail Flower.The 52-year-old is editor-in-chief of a specialist sheet for electronic packaging technology and told a funny story.Five years ago she met in a church single group Lyle.She found the almost peers of the big man with blond hair and blue eyes attractive.The two agreed to tennis.That was a strange experience, Flower said: "Lyle hit the ball very well, but somehow he stumbled across his feet."She also found strangely that Lyle, even after several meetings."I am not allowed to say that."The two were still a couple.One day Lyle took a deep breath and said: "I am Ronald McDonald."Flower started laughing."No, really, I'm Ronald McDonald," Lyle stammered.The two separated after a while.Lyle later married Flower's best friend.You have to know: Ronald wears a yellow costume with a white collar, red and white ring tights, yellow gloves and gigantic red half boots with yellow laces.The latter explain the strange sequence of movement of Lyle.I call Flower's girlfriend and ask the answering machine for a conversation with Lyle.Nobody calls back.I try it in vain a few more times.
The fast food chain knows no fun when it comes to the company clown.At no price the Ronalds of this world may reveal their true identity.According to the employment contract, they are threatened with the outline.Even if actors no longer work on McDonald's, fines can be imposed on chatter bags."The job is in demand," says Richard Snowberg, organizer of the Clown Camps, the most famous training seminar in the USA.McDonald's offers a firm job and a constant income, a rare thing in comedians.After ten years, Ronalds received a golden loyalty.But Snowberg doesn't tell me that."How well is the job paid for?" I ask him.Snowberg winds: "Ronald is a delicate thing - we try to meet McDonald's wishes as much as possible."The secretary of McDonald's annoyed Craig Oatten, police chief in Saginaw, Michigan, a few years ago when he had to take care of a car accident.One of the parties involved was a Ronald in full gear, who repeatedly refused to move out with his bourgeois name.Actually a reason to put him in prison.But because there were no injuries, Oatten let him run.
Earl Chaney is talkative, the man talks without a dot and comma.On the phone he explains the way to his magic shop: "It couldn't be easier: right around the corner from the Casino, Wild Wild West 'and drive in on the right with the huge advertising sign for vasectomy."The building is an ugly concrete flat building.Chaney's "Planet Mirth" hides at the very back.There is still a magic shop opposite, but with that Chaney spider.Las Vegas is the mecca of the magician, there should be almost 700.Every day, Chaney, one of the most famous clowns in the world, sits behind the counter, reads newspapers and sorted plastic thumb, special playing cards or magical coins.Entertainer from all over the world pilgrims to Planet Mirth.
Chaney has just returned through a five -month tour with the Royal Circus from London through Asia.The 63-year-old wears a batik-clown t-shirt, ponytail, a golden rolex, diamond rings and several gold chains."The jewels are definitely worth $ 100,000," he says.Why all over the world does a clown carry so many clunkers?Chaney is calm for a while - that falls up and says: "Because I used to have to put all my possession under the bed at the circus."Chaney has a lot of money.For 20 years he played the Ronald on countless PR appointments and in more than 60 advertising films.In 1982 Chaney jumped out of a seven -meter cream cake as Ronald, which for the 80th.Birthday of Raymond Kroc, the founder of McDonald's on a jeep."I was his clown," says Chaney, "he loved me until they fall over."His shop is a maze: behind the counter there are several rooms in which Chaney leads selected visitors.In the semi -darkness I admire five meter high circus posters, wooden slapsticks (clap) and custom -made mouthpieces with hooks for cable acrobats.Chaney bubbles over, explains every object.At the age of six, Chaney knew that he wanted to be a clown.At the age of twelve he dropped from home in Oklahoma.
Chaney is "mr.Clown ", in the 1960s and 1970s he was chief clown at the Ringling Brothers Circus.Famples like the pop singer Cher or the actor Jack Lemmon regularly came to his changing room after the performance."I felt like a star," says Chaney.The only difference: At the circus, he earned a net $ 110 a week and lived in a tiny accessible part.At the beginning of the 1970s, Chaney was sorry for this life and moved to Las Vegas.
Chaney was married four times."How many children?" I ask from routine."Only the official or everyone?" He asks back.A total of nine children: "I was traveling for a long time," he apologizes.The last marriage failed because his 29-year-old wife tried to poison him with anti-catering.The penultimate marriage because his wife at the time burned with a younger one.When she showed him for assault - according to Chaney, rushed by the new friend to get his money - McDonald's dropped him like a hot potato.That was in 1996.The process was in the sand and cost Chaney a small fortune."Since then, radio silence has been with McDonald's.But the Ronalds come to visit me when they are in the city."Sometimes I have doubts about Chaney.He tells so many fantastic stories.Nobody can experience that much so much.But in the Ronald room, Chaney occupies many of his anecdotes.Photos of the birthday of the McDonald's founder Kroc can be seen on the wall.A total of 18 Ronald costumes owned Chaney-from Ronald-Smoking, for "The film premieres in Hollywood" to the mini-Ronald costume for his nephew."That was for the magic trick with the shrink machine," said Chaney.There are half a dozen red Ronald wigs on the shelf.Chaney's diplomas such as the "Miles of Smiles" course or the "Completion in Child Psychology" at the Ronald McDonald University hang on the wall.There are two golden Ronald trophies on the table that not only look like the film Oskars, but also by the same company.In 1988, Chaney received one "Ronnie Award" for his idea to have every Ronald printed individual photo fan cards."After all, not every Ronald looks like the TV-Ronald."Then the phone rings.His son Tom calls, who works in Las Vegas as a tattoo artist.The city authority wants to get Chaney's 23 old cars away from its property."You have already towed two," calls Chaney indignantly in the listener.The written reminders did not reach him in Asia.So the city makes short process and wants to do it in a few days.Nevertheless, Chaney speaks to me for six hours, I write a block full, and he talks on three customers without a while.Chaney lives in another world."Basically, I'm a loner," he says, "who is happy when he can speak to someone."Ronald was invented by the advertising specialist Barry Klein and the clown Willard Scott in the 1960s.Scott grants me 15 minutes on a Tuesday at eight in the morning.Scott played "Bozo the Clown", a children's program that was broadcast on TV from 1959 to 1962 in the US capital Washington.A local franchisee from McDonald's placed advertising spots on the show on small pressures."It was like a wedding in heaven," says Scott.“The combination of Bozo and Hamburgers was irresistible for children."When Scott lost the Bozo job in 1962, he and Klein developed his own clown for McDonald's.Scott's proposal: "Let's call him Donald McDonald."Maybe because of the too much similarity to Donald Duck, McDonald's changed the name.In 1963 the company produced three commercials with Scott, which were broadcast in Washington.Scott looked different from today's Ronald: On his nose, a paper cup clamped on his head, there was a cardboard tray from which a typical McDonald's menu with milkshake stuck out."Pretty weird," says Scott today.
In the first spot, Scott was able to conjure up as many Hamburgers in front of his stomach in the yellow-red costume.In the second film it was more educational: Ronald gave a young three free pulcets and warned him to speak to strangers.In the last spot, Ronald rides on a rocket to the moon ("The Hamburgers are really not from this world") to discover a McDonald's-Drive-Inn there.
Scott is the first to honore Ronald on the McDonald's website - by the way, the only hint of the group that there is more than one Ronald.Scott's career as Ronald was over in 1966: When McDonald's wanted to use the clown nationwide in advertising, they looked for another.Even then you paid attention to the slim line: "I almost broke my heart," says Scott."But I was too fat."At the same time, McDonald's contact with Michael" Coco "Polakov, then a well -known clown by Ringling Brothers.Apparently the managers and advertising experts did not believe in the comedy of a clown: they offered Coco $ 50 -a lot of money at the time -when he laughed at a fully occupied conference hall in the McDonald's Center in Oak Brook in the US state of Illinois within 30 secondscould bring.Coco showed his classic: he pulled on a small thread in his hand, which set up his hair to the right and left as if with a electric shock.The hall roar.
As a permanent clown children to entertain in fast food restaurants is a strange job.But a well paid.
A short time later, McDonald's came back to Coco.This time he should choose an actor for Ronald.In addition, Coco designed a Ronald costume, the white make-up with the red mouth and the Bozo shoes."How did you get the wig?" I ask, because Ronald's hair color is very artificial even for a clown.The idea came from the conversation with McDonald's.Coco went to a boutique and asked the seller if she didn't have old mannequins.After a long search, he found the right piece in the basement: Ronald's fire -red hair was originally a woman's wig.
Coco alias Ronald first appeared in the new outfit in 1966 at the annual Macy's Thanksgiving Day Parade in New York.Then McDonald's filmed several commercials with him.He didn't take the part -time job very seriously - at that time McDonald's was not yet a big company.Inquiries to only work as Ronald, Coco declined.When a short time later the checks worth $ 29,000 stacked in his mailbox, which McDonald's paid him out of license fees for the advertising films, he changed his opinion - but it was already too late.Coco also proved to be a business -minded."How could I sign that I do without all rights for the Ronald costume?" Is annoyed by the 81-year-old, who lives in Kentucky."I would be a millionaire."A whole staff of McDonald's managers constantly fiddles with the advertising figure Ronald.In the 1970s they prescribed Ronald shorter hair to stop him from hippies.Five years ago, McDonald's hired a stylist from Los Angeles, who put Ronald's hair in waves.For months the experts pondered whether they should enlarge the red stripes in the socks."The eyebrows have become more lively", Coco analyzes the deviations from his original concept."The hair is no longer so wavy, but stands upwards."Nothing is left to chance, the Ronalds are also tautly organized.Everyone is assigned an territory that can expand to 64,000 square kilometers in the United States.In large cities, several Ronalds share the work."Once you have an area, you keep it all your life," says Jeffrey McMullen, who traveled Arizona and southern California as Ronald from 1983 to 1987.The estimates fluctuate, but at least 300 actors worldwide earn their bread as Ronald.Depending on the number of appearances, a Ronald earns 40,000 to 50,000 euros annually.The stars from the commercials should collect up to 250,000 euros."Calculated the license fees, you can get up to one million dollars," says Chaney.
What Ronald is allowed and what he is not allowed to do is determine exactly.Under no circumstances should he tell ambiguous jokes for the appearances of Ronald there are detailed requirements.His speeches often have an educational topic like "Say not with strangers".Chaney had the idea in 1982.McDonald's produces a new Ronald program about every two years and packs everything from the instruction video to the question-answer catalog in a box.They can buy the regional cooperatives in which the franchisees are organized by more than 20,000 restaurants worldwide for several thousand dollars.Despite all the requirements: "It requires a great skill to attract children's attention," says Janet Tucker, former President of the World Clown Association.
A problem are people with clown phobia.Ronalds are taught to recognize them early.Trembling, withdrawing and looking away are clear signs of Ronald to keep a distance."Whether someone was injected from a button flower as a child as a child in the face," says Clown Aye Jaye, who worked as a "National Field Ronald McDonald Consultant" at the group headquarters, "I recognize at 100 meters."Typically, a Ronald tinkers from balloons and shows little magic tricks."Ronald shakes hands, Ronald never performs with other clowns, Ronald is a gentle clown," says McMullen.Some Ronalds have company cars, chauffeurs and bodyguards, because "children can throw stones, or demonstrators can get in their way," said McMullen.
The Ronald program was largely shaped by Aye Jaye and Chaney.Chaney jetted through the world from Las Vegas to Moscow to secretly watch and film Ronalds at work.At the first espionage in Phoenix, Arizona, two women whispered next to him, Ronald looks like a woman.So the actor had to change his curly and too long wig.Another time Chaney interviewed the local Ronald in Denver, Colorado.When the told that he was a farmer and selling cows and chickens in the main job, and he also shakes "his hands from the little bastards," said Chaney, the actor flew out in a high sheet.
Aye Jaye wrote the fibula "Ronald McDonald and How" in the 1970s, in which everything is met - from the type of make -up to handling children.McDonald's regularly holds seminars at the Ronald McDonald University in the Group Center in Oak Brook.Ronald initially fought with problems in Japan.There, in the traditional Kabuki Theater, a white made of your face "death" means.In Mexico, too, Ronald had no easy stand in the early days: clowns are considered to be a second class person who can be pushed around with impunity.
Not everyone can become a Ronald.Sending his application to Oak Brook is pointless. Regelmäßig erscheinen aber in Clown-Zeitungen wie "Circus Report" Anzeigen der kalifornischen Agentur CW&Co.With the text: "Clowns wanted!"Experienced Ronalds sort out the candidates by talent and character strength from the applications and invite you to interviews in the respective country center for interviews.Successful candidates receive basic training "Ronald You".You will learn how to approach children with the right body language.Taboo are ambiguous jokes.There are also some magic tricks on the ban list.For example, among some clowns it would be popular among some clowns to convert a collar cuff to children and then to push a magic sword in from behind, which protrudes from the unintentional children's neck, a serious misstep."Under no circumstances should a sexual undertone vie," says Aye Jaye."Otherwise there will be a claim for damages."An ex-Ronald converted to vegetarianism, McDonald's explained the war and disappeared two years ago, the Ronalds from all over the world meet in Belgium or England, for example in Belgium or England."We are like a brotherhood," says McMullen."We take that very seriously."The conference is highly secret and took place in Disneyland in 2004.There McDonald's marketing director Light gave a speech that put some Ronalds in turmoil.Light clearly stated that the Ronalds have to lose weight.If you don't become as slim as the TV-Ronald, you have to fear for your job."This is not fair," says former Ronald actor Joe Maggard, who was not there at the conference, but received numerous calls from colleagues."I love McDonald's Essen - many Ronalds are terribly annoyed."This is nothing new for Chaney.Always have to be fat or to stop the old Ronalds: "Suck out fat, diet farms - all of this belongs to the guild," says Chaney.Officially, however, there is no retirement regulation, the Ronalds should even throw the shotguns into the grain if they no longer fit into the company picture.
Geoffrey Giuliano was the Ronald in Toronto for 18 months.Out of loathing before the job, he quit.When he saw the "Marlboro man" with lung cancer on television, who campaigned for non-smoking, the vegetarian Giuliano also went public.After the performances, he was "the number one enemy" for McDonald's.
"Seven days a week, 24 hours a day, 365 days a year I am ready to fight this Goliath," said Giuliano in 1997 in an interview.But today he is untraceable.He changed his name to "Jagannatha dasa" and opened a Hindu temple in Lockport in the US state in New York at the end of the nineties.His disciples gave Giuliano the title "Puripada", which is called Sanskrit "servant of the Lord of the Universe, at whose feet the Holy City Puri is called".
Giuliano was not popular in Lockport.In a conversation with the "Vaishnava News", Giuliano told comments such as "cocaine dealer, devil worshiper or kidnapper", which he, his wife and her four children had to listen to.In the local shoe store "Payess Shoes", Giuliano was banned when he refused to pay taxes for his purchase, after all he had founded a religious institution, the "spiritual realization institute",.His holiness Jagannatha Dasa disappeared from the scene two years ago when it turned out that he had fake a CD on which the poisoning of the Hare-Krishna founder should be documented in its last words.
The 51-year-old wrote around 20 books, most of them about the Beatles.Also as an author, Giuliano suffered some enemies in the fan base.The suspicion arises: the man is looking for trouble.According to Giuliano, McDonald's changed all employment contracts after his termination - former Ronalds are no longer allowed to talk about their work and receive money when they stick to it.
The five -year -old Adrian has her birthday.Ronald unpacks a flag on which "Happy Birthday" stands.The Adrian Zug stuffs the train into a chrome -plated bottle.Ronald screws the lid, swings the container, and all children call "Abrakadabra".Ronald opens the bottle, and with a bang fluttered purple confetti on Adrian.
At the end of the two -hour performance in Brooklyn I am exhausted from watching.Ronald can be photographed to say goodbye to children.I also go and ask for a photo.And honest: how we both put our arms on our shoulders and shine in the camera, I am in a good mood and scratched up."Thank you very much, Ronald," I say."Not worth talking," he says.I hold my hand and try one last time: "What is your real name?"- "Ronald," he says and looks at me with an amused look."I'm Ronald."
