[Steven Lyle Jordan]

I see an advertising mess.

The woman is artificially set against the strangely-uniform tripletic males by rotating her 90 degrees from the men's orientation... highly overdone. Also, her pose looks unnatural and forced, and she doesn't really look as if she's enjoying what she's reading.

You cannot really identify her reader as any digital reader. If you didn't already know what was being sold, it could as easily be a leather-bound paper book.

The randomly-swirling words only serve as visual distraction. They should be creating an attractive aura around the girl, or swirling to the men's faces to attract their attention. (The men in front of her in line should be looking over their shoulders, as if distracted by the swirling words, to see what it is.)

In most ads that feature both sexes, the opposite sex will show an interest in the main character because of the unique thing they are doing... NOT ignore the person to see the thing they are doing. The man could have provided the classic "attract the opposite sex" message, but instead he just looks nosy. And it's hardly an attractive pose.

Overall, I'd say this ad misses just about every mark except one: Good use of contrast. I'll give it one more point for making the company name prominent.