Today’s Best Ad Encountered While Out and About, was spotted in downtown Toronto.

The pic – thanks to the convenience of cell phone photography – caught part of the traffic-stopping street shenanigans ‘selling’ McDonald’s free coffee. The image comes courtesy of strategy‘s media guy Jonathan Paul, who snapped it on Toronto’s Richmond St. during lunchtime travels.

Sadly, he was unwilling to climb up to see what caused the steam. Apparently his curiousity was outweighed by some deep-seated fear of falling into the advert, although flailing legs sticking out the top of the cup, accompanied by calls for extrication aid, would certainly have added something to the street scene.

Credits: For the campaign, which began last month, Cossette developed the advertising and OMD Canada handled the planning and buying.

Send us your favourite ad sightings, and a line on where/when/what and why it caught your eye, and we’ll stick it in MiC.