In terms of concept, it is nothing shy of genius. It taps into notions of confidence when it comes to whether or not "flys are done up". The fact that the one closed zipper is in color emphasizes the peace of mind in knowing that one's zipper is as secure as a locked and windowless door.

I'm reminded, on a small and slightly superficial level, of Giger's "Passagen" work. That may be due to the setting of a public restroom. While it does add to the awkwardness of an undone fly, it just might be overshadowing the 'confidence' part of the message by going straight and only for the punch-line instead of a more multi-layered "ha-ha-but-in-all-seriousness" interpretation.

Having it in a restroom really only makes the concept funny. Funny is effective enough and certainly memorable, but it's a kind of hollow victory in the world of advertising. Having it somewhere like a fitting room (though that would go against the 'ublic spaces' aim of the campaign) would bring back the notion that having an unsecure zipper is a matter of self-confidence, not personal hygiene.

Remarks on locale aside, there truly is something in this campaign, and I will be looking forward to the moment when I see this out there in the real world and think (and say to whoever's with me), "I know who came up with this."