(Watch the new LeBron James McDonald’s commercial here.)

When the going gets tough, the tough get self-deprecating.

Is a receding hairline helping make LeBron James a more affable star? (Steve Ruark/AP)

That seems to be the latest strategy for LeBron James to rehabilitate his image following a year a backlash for his calculated and abrupt departure from Cleveland and NBA Finals failure with the Heat.

Any athlete with James’ global icon status is destined to be the butt end of jokes at times, particularly if he publicly declares his new star-studded team will win seven NBA titles when he has exactly zero to his name.

But now it appears King James is loosening up a bit and deciding, if you can’t beat ‘em, why not join ‘em?

Check out this new McDonald’s commercial which pokes fun at his seven-ring prediction.

This less than one month after James joked about his own receding hairline on his Twitter account.

Had a dream my hairline was back! Woke up and went to bathroom, turned on light slowly. Same ol story. Damn! Lol #wishfulthinkingWed Aug 24 12:53:53 via UberSocial for BlackBerryLeBron James

Is this a new LeBron? Another calculated effort to win back fans? Did he do the commercial for the free fries alone? Or did all the bashing really hurt LeBron’s feelings this past season, inspiring him to change his persona?

Chances of that: 1 in...?

(H/T Huffington Post)