If you want to sell stuff, it helps to have a recognizable mascot representing your company. Disney has Mickey Mouse, Sanrio Hello Kitty, Studio Ghibli Totoro. These imaginary characters grace many a product and ad campaign.

However, McDonald's Japan dropped a clanger on Aug. 10 with its new burger meister, Mr. James.

Fronting the Nippon All Stars campaign (American hamburgers with a Japanese twist) for three months is a bespectacled, grinning Caucasian wearing a mismatched red shirt and chinos. Created by ad agency Dentsu, Mr. James is touring the burghers of Japan offering money for photo ops. His blog effuses perpetual wonderment at all things Japanese. His obsession is McDonald's: He's a burger nerd.