If you can read this, you must be too close

Every year ad agencies spend top dollars (well the clients dollars) for researches and studies which all say the same thing: People don't read the text in ad campaigns, especially not the fine prints. Of course still advertisers insist of too much text. But not every one, some even go the other direction. Saatchi & Saatchi from Spain found a great way of making the small print imperative. I am not sure this ad delivers what it supposed to, although I think it does. But anyway, I believe you will enjoy reading this...