This is your brain on D&M Publishers' books

This ad campaign from Rethink in Vancouver for D&M Publishers, an independent publishing house in Canada, might be a tad too clever for its own good. See the three full ads here. Or maybe the approach is spot-on, considering the target audience of presumably brainy readers who don't mind working an extra beat to take in the ads' subtly mind-blowing message. Either way, it's somewhat amusing that the ads rely entirely on visuals to make their point—an unintentionally ironic nod, perhaps, to the fact that no one reads anymore.