Ultimate shoulder rides

Today (22 May 2013) a major UK newspaper (Daily Mail) showed a 1/4 page advertisement (for H&M) showing a young woman riding astride a guy's shoulders. This is the second prominent advertisement I've seen this year in UK newspapers that features a female sat astride a guy's shoulders. Why are advertisers using shoulder-riding images to promote their goods and services. Why do they think this sort of advert will catch readers' eyes? I've uploaded the advertisement in the 'pictures' section under 'Women on Men' - so check it out, okay?