In this image you can see on the foreground that the photo has been taken on the second floor of one supermarket, or a public place, whatever, it's a very big place. At the background you can see a dog's image on the floor, the dog is scratching itself so it seems to have fleas.
I think picture on the floor could be an advertisement because of the slogan  on the right that prays: "Get them off your dog."

It could be that the image is certainly refered to fleas because of the slogan and also because the passers-by who are walking around the shopping center are like little fleas the dog can have.
I suppose that the people would realize the advertisement and that they are part of it.

I think it's a very clever way to advertise and that the people could be more impressed for this than for a TV ad.