Like them or not . . .

. . . McDonald's is taking billboard advertising to the next level. When I read the story about this innovative new outdoor advertising campaign, I kinda wished we had one of them around here.

McDonald's has basically launched a kind of humorous "sundial" to tell you when it's a great time to eat one of their meal selections. How great is that? Two timeless concepts - fast food and sundials - combine to earn a little extra limelight.

In this day of flashy internet advertising and over-the-top tv spots vying for the less than seconds people are even willing to consider paying attention, I believe this quirky approach is kind of a last frontier.

Billboards are somewhat of an eyesore, at times. (How many of the ones that you see every day can you possibly recall at the drop of a hat?) But this one would stick out to me. I may not eat there, but I would like to see a little something different in a billboard, thank you very much.

Of course as ChicagoBusiness.com points out, there is much more at stake than keeping a potential customer entertained. McD's is in a very real nationwide contest to win breakfast dollars that are going to go somewhere. If I had to wager, I would bet the corporate burger-slingers are focusing more of their marketing attention on morning sales than any other segment.

My advice – show the folks in Oak Brook, Il., that you are more interested in having good food fast than a simple quick meal. Support your local independent restaurants, especially in the morning (where applicable).

Besides, you already know what the Mc-whatever-they're-serving tastes like, but you never know what wonderful flavors Mom and Pop down the street have cooking up for you . . .