McDonald's Egg-cellent Chi-town billboard

Most billboards ideas aren't all they're cracked up to be. Well, you sure can't say that about the one McDonald's hatched last week near Wrigley Field in Chicago.

The Arab Aquarius has the details:

The giant egg billboard starts cracking and opening up in the wee hours of morning. By breakfast time, the egg has already hatched, and you can see "Fresh Eggs Daily" written on the egg's yolk.

The egg stays open from 6:00AM till 10:30AM, to indicate the availability of fresh eggs during that time. Once the breakfast time is finished, the egg billboard shuts and stays closed as a whole egg till the next morning.

This is a classic example of the "reveal," where a message is hidden or incomplete for a time, creating curiosity and interest before the mystery is solved. Reveals have been so overdone that most are anticlimactic, but you can't say that about this one.

Hat tip: SBB reader and Chicago resident Julianne...thanks for sending it along!
Photo: The Arab Aquarius