It seems McDonald's has been having a little bit of fun with its fast-food competitor Burger King this week, having built an intriguing temporary billboard near Brioude in the Haute-Loire region of France.
The two temporary installations poke fun at the fact that with more than 1,000 drive-thru locations across metropolitan France, McDonald's is more accessible than Burger King with less than 20.
McDonald's has turned its customer proximity into a major asset by highlighting how close the next Drive-Thru is, while the other billboard displays 258km of directions (nearly a 5 hour car ride) detailing directions to the next Burger King drive-thru.
The execution, from agency TBWA\Paris, sends out a pretty clear message and is sure to turn a few heads... Check out the short video below for more.