I truly love advertising campaigns that get noticed without being driven by a big budget, like the Logitech QuickCam YouTube girl or any good ol’ virals, but I’m also a sucker for the likes of the Bravia superballs and the VW Singing in the Rain.

And here, the big McGuys have created a pretty cool billboard ad.

Hate to admit it, but it’s a pretty funny idea. For every hour of the morning from 6am til noon, the sundial is advising people on what they should be eating. When noon comes, the shadow of the Arches is perfectly centered straight down.

I like it because it doesn’t involve aggressive messaging, there are no flashing lights or posh technologies. It’s just a sundial. How clever.