Ideas Here?

The first time that I saw this ad, I totally ignored it. I thought it must be kind of PSA(public service announcements) telling people to save energy after I have noticed the big bulb on it. PSA is always easy to be ignored as the messages they carry are those cliche not new to people. Until one day I waited a bus there did I realise that It actually had nothing to do with public service.

It should be a commercial ad, as we can find the name "JCDecaux Texon" and the contact number on it. The bulb is actually not a usual bulb with something like a bottle in the middle, as well as the slogan"ideas here", but they are too small to be discovered. However, this new discovery makes me more confused about the ad as I can not get the information from it.

I can not agree it as a succesful ad. It is unattractive with its small size and the visual use of the bulb, which I haved mentioned before that is easy to be ignored as a PSA or ads of bulb repairing. In addition, I think it is exposed to the wrong audience. "JCDecaux Texon" is the name of an advertising agency, so the audience should be businessman. However, people who take the bus are mostly housewives, at least not the businessman. The last but not the least, even if I am the target audience, I still can not get the information from the ad. I do not understand the relationship between the bulb and the slogan and it can not move me to call the number attached on it.