This ad uses a familiar scene with a twist in order to subvert the reader's expectations and force them to consider the message for longer. When a person usually sees ants, they typically are headed in a straight line towards any source of sugar. If you drop even a minuscule piece of candy on the floor, it will be swarmed within minutes. Which is why a viewer of this ad would take a second to pause. They see a piece of candy, which looks to be delicious and sugary and exactly something any self-respecting ant or kindergartner would make a beeline for. However, the ants are avoiding it as if it's poison, and this is explained by the phrase "It's sugar-free". This phrase is cleverly placed in the area towards which the ants are headed, so the reader's eye is naturally drawn to it. It provides a simple explanation to the dilemma that the reader is subconsciously trying to resolve as they look at the ad. On the other side of the ad, where the line of ants starts, is the logo of the company, which is notably brighter and more colorful than the rest of the ad. This makes it easily noticeable and ensures that the reader will remember which brand is distributing this ad. It also restates the main point of the ad, which is that their candy is sugar-free.
Sugar-free is an interesting selling point for this company to choose, instead of, for instance, the quality or taste of their candy, or interesting flavors that they have. However, it allows them to potentially appeal to both adults and kids. The candy looks delicious and sweet, which would make any kid clamor for a lollipop. However, it being sugar-free is not immediately obvious, but of course would be appreciated by adults trying to avoid giving their kids sugar rushes or not rot their teeth. The outdoors image of the ants also appeals to kids who love playing outside and insects, and would associate this brand with that setting.
