What's the value of kids missing school for McDonald's, Fox?

While it might be in their nature to be upbeat, the John Hersey High School cheerleaders appear to be genuinely "lovin' it" Wednesday morning when they miss their first two classes to appear in front of Fox TV cameras at the new McDonald's in Arlington Heights. So does the entire jersey-wearing Hersey football team.

Kids cheer when their images pop up on the new plasma TVs at the restaurant as part of the Fox broadcast's weekly "Breakfast Buzz."

The McDonald's employees -- all super nice to me -- are thrilled with the scene. So are a few gray-haired customers, including one who uses his cell phone to let friends know he is actually in the McDonald's with high school cheerleaders and football players that is on Fox News right now.

After busting a move with the cheerleaders, energetic and smiling reporter Nancy Loo (herself a former college cheerleader) tells viewers of the TV news that these kids are at the brand-new McDonald's. Then she asks them about the Chicago Bears.

And I want to shout: "Aren't these kids missing school to be exploited as props for McDonald's and Fox News' TV commercials?"

My cynical side even goes so far as to wonder if the kid throwing down the Sausage Biscuit with Egg really needs another 36 grams of fat.

A PR executive reminds me "this is supposed to be a positive story." According to an e-mail attributed to a McDonald's spokeswoman, "this morning's event was an opportunity, made possible by Fox, to give the football team and cheerleading squad an on-air celebration for teamwork and fortitude (in the face of a 0-8 season.) It was really great to see all the smiles. McDonald's was proud to be the backdrop for this celebration."

I've eaten at McDonald's (even tried the new healthier items), love "The Simpsons" on Fox, and hear nothing but good things about Hersey, so I'm not out to get anybody. I don't think missing the first two periods of school is going to keep any of these kids out of Princeton. I realize it's not as if the school is changing its mascot from the Huskies to the McFoxes.

I just don't like the idea of cheerleaders and a football team being excused from school so they can pose outside a McDonald's and record a promo for Fox News.

It's unseemly.

"I certainly don't see it that way," counters Hersey Principal Tina Cantrell. She says the TV appearance gives a boost to the kids and attention to the school and is "our way of saying thanks" as part of a "mutually supportive environment" in which businesses (in addition to paying taxes) step up to help the school during the year.

"We're certainly not in the business of selling out our kids to make money," notes John Novak, assistant principal for student activities, bluntly answering the question I was struggling to ask in a more subtle way.

Novak pays the $238 breakfast bill for 55 kids from the student activity account that holds money raised by kids, not taxpayers. As "part of ongoing support in the community" and in celebration of the new eatery (and "unrelated" to the TV spot), McDonald's will give $500 each to Hersey, the American Legion and the village of Arlington Heights, a McDonald's spokeswoman says.

When football coach Mark Gunther tells the people in charge of the production, "Let us know when we can be part of the marketing team again; we're here for you," he doesn't mean that the school actually is available for marketing, Novak says.

Gunther coordinates the school's charitable Service Over Self program. His team has suffered tons of injuries and a winless season, and this chance to be on TV gives players a reward for all their hard work. Watching his boys on TV, Gunther tells Novak, "It's nice to see them smile."

Noting my take on the story is "bringing me down," Loo says "the positives far outweigh" my negative spin.

"For once, we're doing a good news story," Loo says, noting how articulate and well-behaved the Hersey kids are, "and you're complaining about it."

Yes, I am. I understand all the good things people at this event tell me. But it still rubs me the wrong way.

While the McDonald's logo appears next to the Breakfast Buzz logos, some viewers might not realize this part of Fox News actually is an advertisement. The lines blur a lot these days. News or ad? Community outreach or shilling? A learning experience, crass exploitation or just a pleasant distraction from the usual school work and carnage on the TV news?

"We can even use it as a teaching moment," Cantrell says. "Is it appropriate for kids to leave school for something like this?"

That's all I'm saying.