Ronald McDonald was first portrayed by Willard Scott in a 1963 television commercial.
Scott played the character for a Washington, D.C.-area McDonald’s advertising campaign. The early costume used food-related objects, including a cup-like hat and a tray, creating a deliberately playful restaurant-themed appearance. The character was later refined into the red-haired clown familiar from McDonald’s national advertising.
Ronald McDonald became the company’s principal mascot and the central figure of McDonaldland. His image was aimed especially at children and families, helping McDonald’s build a brand identity that extended beyond its menu and restaurant architecture.
The character is sometimes incorrectly credited to a single corporate designer or to the McDonald brothers. The first performer and the later standardized character design are separate parts of Ronald McDonald’s history.