Apparently, Chicagoans are so resigned to their wicked winters, advertising on a snowplow in summer won't offend them. In fact, McD's and Leo Burnett believe the sight of the familiar orange plow will delight them. "We wanted to create something unique that grew out of the product but was also tied to the city and the viewer," explains ACD Brian Shembeda. "A huge orange snowplow in downtown Chicago, in the middle of August, advertising McDonald's new Arctic Orange shakes seemed to fit the bill. It felt like the kind of idea that reminds us of one of the reasons we like McDonald's in the first place