The board has been in nonce-burning mode for the past week or so.

I saw this headline the yesterday and was outraged: 'McDonald's Japan to send 11 children to Brazil as escorts for World Cup national soccer team'

Then I soon discovered that they had merely failed to use the word 'mascot.'

http://www.japantoday.com/category/sports/view/mcdonalds-japan-to-send-11-children-to-brazil-as-escorts-for-world-cup-national-soccer-team