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

U.K. out-of-home campaign combines online and physical data

Getting 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,

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