The iconography of the NYC subway system is often imitated or referenced in design and advertising found throughout the city, especially campaigns meant specifically for the subway. Sometimes it works, other times not so much.
Awkward overlapping headline typography aside, the drawing of the light bulb as the subway map is quite nice, and properly utilizes the vernacular of the existing map design.
I’ve read far worse headlines than this, but instead of letting the writing carry the weight, they add in a half-hearted subway motif that feels entirely wrong, and also looks pretty ugly. The rice may only take a minute, but the sh*ttiness stays with you for a lifetime (or maybe like an hour or two).