The Shining

Now is this a clever idea or an idea that's too clever? I can't decide. I get the concept. Mr Clean cleans your floors so well they're shiny and create shadows. But the toilet roll holder looks like a weightlifter, the shower head is too high up to create a shadow, and the third picture took me ages to realise it was actually supposed to be a bin.
These print ads were created by Grey Toronto and I just can't make my mind up. I think these ads need an extra bit of copy just to ensure that everyone understands the concept. An ad that requires any sort of working out for the consumer to understand it is an ad that in my opinion doesn't work. I'm leaning towards the idea that these ads are too subtle for their own good.