In the process and with good intention, he was criticized for doing something foolish. Anyway, I think it is a good try.
However, in the advertisement, an important Chinese character is wrongly written rendering it meaningless...
The above word is supposed to be written "吉", ie, the upper stroke is longer than the stroke below. My son told me that there is no such word. However, if I take the Chinese character apart, it now means soil over the mouth... which is bad luck indeed! Otherwise, "吉" is supposed to mean good fortune or good luck! How can the advertiser made such a mistake or is it deliberate?!