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.