The Hamburglar Is Back, and He Looks Very Different

By Kristin Hunt

Published on 5/6/2015 at 5:13 PM

New McDonald's Hamburglar
Courtesy of McDonald's
Courtesy of McDonald's

Hamburglar: that's a name we haven't heard in a very long time. McDonald's announced today that they're putting the long-dead thief in his first national TV campaign since 2002, except he's not quite the tubby ginger you remember. In fact, he's been remade in the image of hipster Ronald.

Mashable spoke to McDonald's VP of marketing Joel Yashinsky about the Hamburglar's new look. As Yashinsky explains, "He’s had some time to grow up a bit and has been busy raising a family in the suburbs." But apparently the chain's new Sirloin Third Pound Burger is tempting enough to lure him out of retirement, based on this teaser ad:

Hamburglar 2.0 will appear in more ads, and on social media with #RobbleRobble, in the coming weeks. Expect an alternative, purple-haired chick named Grimace to show up soon after.

New McDonald's Hamburglar
Courtesy of McDonald's

Kristin Hunt is a Food/Drink staff writer for Thrillist, and thinks new Hamburglar at least has the dad novelty tie obsession down pat. Follow her at @kristin_hunt.