This is a clever ad that wants the reader to have fun. But no product is shown, and for it to work, it must rely on its well known brand name as a peppermint candy, which it has. This translation requires some mental work on the reader's part. Further effort is required in order to get the full message as she must turn the magazine, or her head, sideways. Of course, all this is meant to involve the reader with the message and have a good time doing so. But as delightful as the ad is, the extra work the reader must make results in an average scoring ad on both recall and persuasion. This in itself is major-league performance in a very high-interest product category.