PEDRO CAN PITCH OFF-THE-FIELD AS WELL: IN MCDONALD'S SPOTS

          Red Sox P Pedro Martinez is "set to appear" in a new
     McDonald's regional TV ad campaign promoting .99-cent double
     cheeseburgers, according to Chris Reidy of the BOSTON GLOBE,
     who notes that "plans call for" one ad in English and one ad
     in Spanish.  The ads, via Leo Burnett's Boston office, use
     McDonald's new national tag, "We love to see you smile,"
     which debuted last month.  Leo Burnett VP Bill Connell said
     that the spot was "carefully scripted so Martinez wouldn't
     be forced to cross the picket line" of SAG and AFTRA, as
     "all images of Martinez were stock footage taken from" MLB
     archives.  Connell: "We were very sensitive to Pedro's
     position."  The ads show two young men, who are watching a
     Red Sox game on TV, adjusting the antenna "into the shape"
     of McDonald's Golden Arches, and "suddenly the reception is
     picture perfect," showing Martinez on the mound, "playing
     ball and smiling" (BOSTON GLOBE, 7/14).