Dive Brief:

• McDonald's recently reinvented its '90s cartoon character, the Hamburglar, as a real person for a new campaign. 
• In the character's first video on Twitter, the Hamburglar is nagged by his wife on the phone for 30 seconds about running errands. 
• The video seems to be Hamburglar's attempt to film a McDonald's commercial about its sirloin burger, but those words never even come out of the character's mouth. 

McD's is after me (apparently, so is my wife)! Tweet #RobbleRobble to keep them off my trail. https://t.co/JBVThrmHir

— McDonald's (@McDonalds) May 12, 2015

Dive Insight: 

The effort to reinvent the 13-year-old character seems to be falling a bit flat for McDonald's. Twitter users were quick to point out the video doesn't actually promote anything, and the joke is tired and an easy one to make. The Hamburglar was originally the rebel character of McDonald's. While it's true that everyone "grows up" into maturity, there's no clear reason to resurrect a character just to show he has settled down.