TBWA paris have had a little fun with McDonald's and their main competitor Burger King. With more than 1000 McDrives™ drive-ins owned by McDonald’s throughout metropolitan France (except Corsica), compared to less than 20 Burger King ones, McDonald's have turned proximity into their USP.

Hence this stunt near Brioude, a town of 6,700 inhabitants in the Haute-Loire region, where two temporary billboards were built, one of them displaying 258km directions, nearly a 5-hour car ride!

How did they secure permission for this? Did they bribe someone with wine and cheese? I'm presuming wine-and-cheese bribery is standard in France. Mmmm, cheese. Here's the resulting print ad.

Client: McDonald’s France SVP Chief Marketing Officer: Xavier Royaux Trade Marketing Director: José Jacinto Trade Marketing Manager:Bérangère Dubuc Agency: TBWA\PARIS Executive Creative Directors: Benjamin Marchal, Faustin Claverie Art director: Philippe Taroux Copywriter: Benoît Leroux General Manager : Luc Bourgery Account Director: Matthéo Pressmar Account Executive:Gaël D’Oliveira Production: Else, Maxime Boiron, Jennifer Bauche Production designer: Eddy Penot Film director: Olivier Corre Photographer: Yoann Stoeckel

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.