These Digital Billboards From McDonald’s Change Depending on How Bad the Traffic Is

traffic-jam-mcdonalds-PAGE-2017.jpgGetting stuck in traffic at the end of the day sucks, which is why McDonald’s hopes some new creative ad targeting will get you to pull over at a nearby restaurant and pick up a hamburger on your way home.

The fast-food chain and Leo Burnett are running an intriguing out-of-home campaign in the U.K. that targets drivers on busy highways at peak times of the day. Digital billboards placed alongside the road feature a Big Mac when traffic is light, but once it starts to build, the creative switches to McDonald’s familiar golden arches with copy that reads, “Stuck in a jam? There’s a light at the end of the tunnel.”

“Simple, tantalizing, recognizable product shots stimulate the appetite during fast-flowing traffic, while longer contextual copy lines run during heavy, slow-moving traffic, acknowledging the delays to deliver a relevant and powerful call to action,” said Dan Dawson, chief technology officer at Grand Visual, an out-of-home company that helped produce the campaign along with OpenLoop, which monitored real-time stats from Google Traffic API to determine which creative would be served to which billboard.