Lack of support
Sometimes designers put too much faith in people’s common sense, and sometimes people have no common sense. I wonder what the discussion was before this ad shoot. Did they mention to the model that camping mats are generally used for laying on?
Did they look at the photos once the shoot was done and think “well, it’s done now, I’m sure it’ll be fine.” Who knows, all I know is that the ad looks like this guy is reading his camping mat a bedtime story.