McDonald's cute, annoying french fry matchbook.

(click image, via) Placed in bars and clubs to promote Mickey-D's new 24-hour service. Kinda cute right? But no fucking matches! Why didn't they just make french fry matches? Because that would remind people that smoking and eating McDonald's french fries are both horrible for you? But doesn't the piece already do that?
Ad agency: Bernstein-Rein.
Previous McDonald's guerrilla ads:
• you just burned off 1/100th of a fry.
• Usain Bolt—unpaid McNuggets Spokes-Speedster.
• New fatso breakfast promoted with humongous bags.
• Humongous Shamrock shake empties into Chicago River.