Along one of the busiest roads in the country, in the heart of South Africa’s business centre, Sandton, a giant egg can be seen atop a Primedia Outdoor billboard located in Sandown High School.

Commuters snailing along Rivonia Road and Grayston Drive may have been gob-smacked at the sight of the huge, 3D egg slowly cracking open to reveal a stylised  fried egg with the tag line, “Love your mornings” inscribed across the yolk.

This innovative addition to the McDonalds ad on the billboard, is a novel, attention grabbing device that undoubtedly draws attention to the message celebrating 20 years of  McDonalds Mmmmornings, on the board.

The clincher is that this Primedia Outdoor billboard is perfectly sited, right across the road from the McDonalds outlet located on the corner of Grayston Drive and Rivonia Road both of which enjoy phenomenal traffic, especially during the breakfast drive.