These ads have a good idea and message behind them to promote the cafe. If you have a long night ahead, come drink our coffee. However, the dark pictures in the middle are very difficult to see. The viewer has to really pay attention and be involved in the ad to see what the pictures are. This could be a good thing if the viewer is interested enough to take the time to figure out the picture. But it could also be a bad thing if the bright colorful design doesn’t attract their attention enough to make them care to see what the picture is. It all depends on the consumer and what catches his/her eye.