Hair Campaign?

The outdoor campaign for Rogaine featured in issue #53 of CMYK caught my attention because of the one-word slogan.  However, it took me quite awhile to figure out what the posters were trying to say.  Designed by students at the University of Colorado, this ad campaign is very bold and simple - one word, quick and easy to read while driving.  The company's slogan is in the lower right-hand corner, in case you can't quite figure it out.  If you still can't figure it out, take a closer look at the unfilled letters in each word.  You guessed it - hair.  I can only assume that this campaign is saying that with hair (if the letters were completely filled) you would be charming, handsome, and enchanting.  The converse of this concept, of course, is that without hair you are none of these things, which I, of course, take some offense too, having some years ago elected to shave my head in lieu of cutting and trying to style the remaining hairs on my head.  Regardless, it's a very interesting and clever design.  The word I had the most difficulty with was "handsome" because the "i" was part of the "d", which was hard to read.  The "r" as part of the "n's" and "m" in all three words, was a bit easier to figure out.  Nonetheless, a creative play on words and letters.