Ah, Sweden. Where you can do a McD's ad that's all about binge drinking. Part of the European tradition of "midsummer" festivals, which are in fact centered around the summer solstice, the Swedish rite is celebrated "by eating herring and drinking loads of schnapps," explains DDB/Stockholm writer Magnus Jakobsson. The agency nailed it the day after the June 21 fest, of course, in metro posters and full-page newspaper ads. The translation of the copy: "The day after since 1973." Jakobsson notes that nothing quite like this has been done for McDonald's Sweden in the past. "There was a brief about an ad for midsummer, and that was that."