Clever clogs

This ad has been appearing for a few weeks now on the puzzle pages of the Sydney Morning Herald (and perhaps, I assume, in other major dailies). It's just a photograph of a life-size pen, of the kind that you might choose to use to complete the crosswords, sudoku and other puzzles on the page. How effective is it? Well, twice now I have been sitting at the table doing the crosswords, put down my coffee cup and absent-mindedly tried to pick up the photograph of the pen to write in a word.
Not only that, but yesterday I caught the Dude doing it too. (So it's not just my 40-year-old senility kicking in, or my 40-year-old eyes going.)
Here are my excuses:
1. Haven't finished morning coffee yet so brain is still fuzzy.
2. Same brand of pen I have in my home office, so obvious mistake.
3. Clever advertising campaign.