This delightful ad succeeds through artistry–in particular, the art of engagement. People enjoy deciphering a clever arrangement of signs and this visual metaphor is clever, cute, and a pleasure to decipher. Every parent of an infant is dealing with a difficult little person. The image dramatizes the problem in an arresting and amusing way and associates the problem with a simple Binky pacifier solution. It makes us smile to think of a crying infant as a miniature version of a classically difficult adult.