No, seriously, it's MAGIC! And it's for a festival of Magic.

Okay, so it's not magic-magic, like the Harry Potter kind, but it is magic-magic, like the Penn & Teller kind. The magic broom ad was created to promote the Quebec City Magic Festival, and because everything is, like, so meta, right now, you guys, just so meta, they decided to go with a magic broom and billboard worker to promote their magic festival.

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The festival, where people will perform magic, I mean. Not an actual magical festival.

Or maybe it will be magical? In the metaphorical sense?

I like Quebec City. I went there once. It was nice.

H/t to Adweek!