On the one hand this is a brilliant ad - a Labneh so good the bucket is empty. The idea is very smart. The problem is, you wouldn't have guessed it because it is a white on white ad, and everyone knows that white doesn't photograph well - and whomever was responsible for this ad did not make any effort to break the whiteness with anything, perhaps the shadow should have been more prominent, or a backup element added (bread? spoon? onion? radish? oil bottle?) which made deciphering the original message a bit more difficult especially when you are driving along the road and seeing this OOH.
Truly, a very smart idea, so smart am willing to forgive that it did not do a favor for itself with the way it was presented considering the white element. It is to note I love that someone thought that no copywriting was the best copywriting in this case, and take this from someone who is a copywriter himself, sometimes restraint is the best way to go.
For whatever's worth this is truly an excellent one.