Intelligent disruption is the art of leveraging and challenging human expectation in thoughtful and innovative ways. It works because the consumer is hard-wired to recognize (and ignore) brands, slogans, shticks, and jingles. We take these expectations, and turn them on their head. It’s what makes our billboard, created for PDQ, something of an inside joke. It references a familiar style from the well-known Chick-Fil-A ad campaign (cows, chicken-scratch and bad spelling), and twists it. This clever execution demonstrates that PDQ can play in the same endearing communication category, which has resulted in its becoming the talk of the town – in proper English, of course.