The fast food fight between Burger King and McDonald's for the hearts and stomachs of the French takes place deep in La France Profonde.
McDo (as it's called in France) kicked things off with a somewhat cheeky ad of its own.
It erected a monstrously huge road sign stating that it was 258 kilometres to the nearest Burger King, complete with lengthy road directions.
Beside the sign, which towers metres into the sky, stands a much smaller sign pointing motorists to McDonald's, just 5 kilometres away.
Watch the original McDonald's commercial here.
But Burger King was determined to have the last laugh, teaming up with ad agency BuzzmanTV to share a riposte.
The video below, released just days after, shows the "real" end to the McDonald's commercial.
In it, a young couple are seen pulling up and ordering nothing but a large coffee at the McDonald's restaurant.
"We have a long way to go," they say.
As they drive off into the distance, the words appear: "Only 253 kilometres to go before your Whopper. Thank you McDonald's for being everywhere."
The young couple are then seen digging into their Burger King meal, commenting on how the journey didn't seem far at all.
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Unsurprisingly, the ad has since gone viral, notching up almost 1.3 million hits since it was posted on Sunday.
The Burger King ad is just the latest step in the US giant's attempts to take over the French fast food market, which is currently dominated by McDonald's.
Burger King recently got the green light to take over Quick, meaning it will acquire around 400 restaurants to add to its current 45.
McDonald's meanwhile, has around 1,300 restaurants across the country.
And burgers are proving to be a popular choice for French diners, with one study last year showing that the French are chomping nearly as many burgers as their cherished ham baguette.