Here is 2016's most obnoxious (but fun) billboard so far.
McDonald's has more than 1,000 drive-thru locations in France. Burger King has fewer than 20. So, McDonald's is using this fact to flame-broil its rival in the most absurd fashion—by putting up a huge temporary billboard that gives driving directions to the nearest—very far away—BK drive-thru.
See the full ad here (in print ad form). Click to enlarge.
The billboard, made by TBWA\Paris, has gone up Brioude, a town of 6,700 people in the Haute-Loire region, chosen presumably for its particular remoteness from a BK drive-thru.