McDonald's counts its eggs as they hatch

McDonald’s billboards are starting to border on modern art. There was the inverted milkshake, the living-salad billboard and the bottomless coffeepot. And now we have a giant, hatching egg in Chicago that cracks open around 6 a.m. each morning and closes around 10:30 a.m., as breakfast wraps up. If Leo Burnett really wants to sink this much creative energy into distracting people from how awful McDonald’s food is, that’s fair enough. But we’ve seen egg-based marketing efforts go