This press release has only been circulated for publication today, but news of Derren Brown's latest commercial involvement can now be publicised, and you'll be able to say you heard it hear first.

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McDonald's Restaurants have announced that the psychological illusionist Derren Brown is to become the new public face of their global fast-food empire.

As part of their marketing campaign Derren has appeared as McDonald's new icon in his new series, 'Trick of the Mind', on Channel 4. Viewers have seen him appear as Derren McDonald stopping people in the street and demonstrating a remarkable insight into their characters.

"We needed a new twist in our restaurants", explained a spokesman for McDonald's, "over the past couple of years our focus has been on the speed of service, but this has been detrimental to our levels of interaction with our patrons. Customers asking for a 'Super Psych Meal' will be reminded of a fact from some aspect of their life giving them something to discuss with their server while their healthy meal is prepared for them."

Earlier this year McDonald's reported an increase in the number of franchises available in the UK indicating their loss of the fast-food market share in the UK: they hope that recreating their iconic clown figure as Derren McDonald will reignite public interest in their restaurants.

Derren was unavailable for comment last night due to the demands of his current tour, but he released a statement saying: "The character of Derren McDonald has been met by a mixed reception from my fans, but I hope that over time they will come to love him as much I do."

Over the next few months Derren will be training members of McDonald's waiting staff to give them the abilities needed to delve into their customers' character at a moment's notice to create a highly skilled regiment of Derren clown clones in fast-food restaurants across the country.
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