Only problem is that most drivers are going to stop that mental processing at "three feet." They're not going to ask, "what does 3 feet mean?"

As a *bicyclist,* the lipstick ad is easy to comprehend; it's a cut at the make-up applying drivers with the "3 ft" in there, too. If the drivers were going by at bicycle speeds, some of 'em *might* get it. The designers of the ad, alas, seem to have made an ad to reach themselves, not their target market.

On the other hand, often times these kinds of ads - if there are enough of them - create an image on the brain and if something happens later to explain it, it's received well. I don't think it's going to ever get meme status like "where's the beef?" though