The New Hamburglar Is A Hipster

McDonald’s have pulled their Hamburglar mascot out of mothballs for the first time in thirteen years. And he looks… different.

For this first Hamburglar campaign since 2002, the fast food company has reinvented the Big Mac thief as a live-action bro, complete with fedora, stubble and trendy trenchcoat.

His kitschy, idiosyncratic hamburger necktie really pulls together the hipster look.

The rebooted burglar has been a polarising figure on Twitter – where most polarising figures are put on trial - with many simply puzzled about his sudden, inexplicable resurgence.

As SNL impresario Lorne Michaels once asked Bill Hader before debuting his Vincent Price sketch in 2005, “Why now?”

Might McDonald’s be trying to appeal to a burgeoning demographic that has moved away from fast food: the artisanal, organic, health-conscious, gluten-free millennials?

If you see the Hamburglar skulking around your local farmer’s market this weekend, you’ll have your answer.