You will stop thinking in minutes and hours, and start seeing time in terms of cheeseburgers and milkshakes, if the McDonald’s new ad campaign’s persuasive power works its charms.

The set-up is a normal, everyday-looking display showing the train timetable in a (Warsaw) train station. But, in a column telling you how much time you have left until each train, instead of numbers and times, it tells you what McDonald’s food you have enough time to eat. Thus, you will subtly be moved to say to yourself, “Hey, it looks like I have enough time to have me some pie. Mmmmm. Follow arrow…” Presumably, with such a precision-involving scheme, they calculated how much time it will take to walk to the McDonald’s as well.