I know the title might suggest otherwise (I couldn't resist), but I actually like this latest print ad in the ongoing MPA trade campaign:
1) It's "on sense" - use magazines to advertise magazines
2) It's honest - a love affair with a magazine (ala previous efforts) is a huge reach, but turning to a magazine after indulging in too much curry is a slam dunk
3) It's irreverent - the tone and angle is a breath of air-freshener and is a welcome relief.
Now if you'll excuse me, I'm off to the little boy's room with a copy of People to lament Retief Goosen's collapse at the US Open!