Saw this last night. I hate to be negative, but I think there are lessons here.
The typography on this ad is awful. It's a simple line, just six words, that have been made harder to read by the design.
Your eye has some real work to do getting from "the" and then back to "day" all the way on the other side of the 6 sheet. Reading makes you feel a bit sick as your head has to do so much movement from left to right and left to right and…
It looks like they're trying to hide (or lose) the word "the" which would be OK if you could read the line without it, but you can't really.
There's absolutely no hierarchy to the information. I'm pretty sure each of the six words are a different size which makes it really hard for brain to work out which words are important. If I was walking past quickly, what's the take out - start shine?
Why underline start?
This kind of typography is hard to get right, but this an example of how not to do it.
Legibility is key in any form of communication. If you can't read the line then that's game over.
(All that and we haven't even started on the puntastic line.)