Newman, McDonald’s Team for RMHC

CHICAGO McDonald’s enlists Paul Newman to help raise money for its Ronald McDonald House Charities in a campaign running next week and promoting World Children’s Day on Nov. 20.

A spot breaking today from Omnicom’s DDB Chicago and airing through Nov. 19 shows close-ups of children smiling and playing. After a few scenes, the voiceover from Newman begins: “When you think of it, children have always been able to put a smile on your face. Why not do something to put a smile on theirs?”

The ad encourages viewers to contribute a dollar at McDonald’s between Nov. 10-19 to support the charitable arm of the Oak Brook, Ill., company.

Movie icon Newman and McDonald’s have teamed up before. In 2003, when the chain introduced its salad line, it made a point of also offering Newman’s line of dressings.

Spending on the effort was not disclosed. McDonald’s Corp. and other outside entities spent $35 million on advertising on behalf of RMHC last year, $13 million of that was during November, according to Nielsen Monitor-Plus.

Fifteen cents from every Happy Meal, Mighty Kids Meal and Extra Value Meal purchased Nov. 17-19 will be donated to the charity.