Ogilvy did a bus shelter sign with real snacks in it and were going to take away the snacks slowly over a timeframe of a few weeks to reveal the tagline ("Too much good stuff"). Unfortunately, two days after the start of the campaign the ad was broken into and most of the treats were taken. Ten points for creativity and originality, but minus 100 for common sense, if you put unsupervised food in a bus shelter in Chicago, it will get stolen. You can see the before and after to the left.
(via Ad freak)