news
Flashy (and Illegal) McDonald’s Ad Moves to a New Home
Photo by Ryan Walker/Torontoist.
Once nestled between the Gardiner Museum’s exhibition posters, our favourite McDonald’s ad has migrated to the southeast corner of Bay and College. Trailing a yellow extension cord, the ad still lights up at night and begs for attention like a carnival midway ride.
It’s still illegal, although no one seems too concerned. Ads such as this free-standing sign require a permit from the city—which must be affixed to the ad. There’s no such permit for this ad, however, and any request would run up against city bylaw Chapter 693 [PDF] because of the ad’s location, setback, size, illumination, and third-party copy. While specific violations depend on how the sign is classified (as permanent or temporary, mobile, or portable) there is no doubt that this ad does not legally deserve its current digs.
The ad’s location is owned by Candarel, who have a contract to keep it there until May 9. Titan 360 placed the ad, and have also handled some memorable look-at-me campaigns around the city. Remember those people climbing up the giant Cadbury bar above Dundas Square Or this giant, steaming cup of McDonald’s coffee? Same people.
Unfortunately, Titan’s General Manager Alyea Henderson didn’t return our calls about this particular piece, so we have no word on whether this ad will be making more appearances. If its circus-like visuals are any indication, it may be pitching its tent all over town.