Gizmodo
We once knew a girl whose face was so ugly it could stop a sundial, so if she lives near Wrigley Field in Chicago, she won't have any way of knowing that it's time to stop eating Egg McMuffins and start digging into Big Macs. Ad agency Leo Burnett dreamed up this idea for a McDonald's billboard that takes us fast food junkies back to the ancient days of sundials, casting a shadow on a cup of McCoffee at 6 a.m., and moving along to other various delectable breakfast items until 11, when those scrumptious McDonald's fries are given the nod by the shadowy arches.
As the breakfast competition heats up in the Chicago markets and beyond, the McDonald's ad agency figured it could turn to the power of the sun for its billboard marketing, and searched far and wide until it found a billboard with just the right angle to take advantage of the sun's rays. The billboard made its debut on Friday, and it will stay in place until next month; by then the shadow angles will have changed so much it will cease to work properly. Great idea, unless it's a cloudy day, where the billboard will make absolutely no sense at all. But who needs it anyway—as if we depend on the McSun to tell us when we're hungry.
McD's launches next strike in breakfast war - in Wrigleyville [ChicagoBusiness] (Thanks, Gavin!)
Comments
People are going to be totally confused when it's cloudy out.
It would have to be *really* cloudy out for that not to work. Chicago in the summer is very bright, even through clouds. We've got a considerable amount of cover today, and I still had to shade my eyes on the train this morning. Neat trick, but I'm glad it's only feasible for a month at time. The "nifty" factor will wear off pretty fast.
nifty is right - no doubt ill have to take a ride down there to check it out...
im geeky like that...
All part of McD's plan to encourage consuming fatty foods AND infrared rays.
Sure the niftiness will wear out (it said it will be gone after August), but honestly, it's an intriguing ad. A regular ad is something people will start to ignore, so to capture their attention requires new ideas. And face it, Mickey D's just got more free advertising as people comment about it.
It doesn't get much better when you have people doing the advertising for you for free.
Where's the defibrillator at 1 o'clock?
Bonus Points for McD.
At 4pm the sundial will point at the beer bilboard just to the right of their billboard...
Oh look, it is beer thrity!
Ha! It's always beer-thirty somewhere! (chug)
Chicago Gizmodo-ans: Can someone tell me exactly where this is?
I have billboard envy. That's great.
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