I always told my students, once you have a visual pun you never explain it in words. But hey, Silkor never attended any of my courses. Because, portraying women's smooth legs as mountains, obviously the line was "reach new heights in smoothness". Why explain it twice? No idea. Why explain it as if the public was brainless? Again no idea. David Ogilvy said "the consumer is not a moron, she's your wife". Whomever did this ad had no wife, obviously.