Inventive Marketing: Che Men's Magazine Legs

To highlight the mens' magazine Che, ads were placed under the checkout counters at various stores.  The ad image was a series of provocative pictures of women's legs, creating an eye-catching image of the checkout person's legs. I think it's even funnier and more effective advertisement with a man at the cash register counter. Their tag line was "Let us keep on dreaming of a better world."

Che Magazine Legs Ad

Do you think this marketing ad is effective? Was it inventive? Do you like it? How would you have improved upon it?

The ad credits are:

Agency: Duval Guillaume, Belgium
Creative Directors: Geoffrey Hantson, Dirk Domen
Art Director: Gilles De Boncourt
Copywriter: Eric Becker
Photographer: Geert De Wolf
Via: gotads