Well, we've seen quite a few escalator ads at this point (*linkies) - and some do better than others. This is not one of my favorites, I think I'd find it a little creepy walking on someone - people do avoid that if they can, a phenomena already mentioned in the comments to the Juicy Hair Salon ad. But I get it, relax so in that sense, it works.

* here are the linkies.
Stabilo Giant marker highlighter on escalator ad
consol Energy - on Switch
Hopa Hari amusement park
Pantene straight hair - China