Chocolate Jesus

I don't yoga. It's not that I think that it's total crap, I just don't do it. I definitely don't "Moksha Hot Yoga", and this ad I found isn't helping to change that opinion.

What is the significance of shooting an ad for a hot yoga class in the middle of a grocery store isle? I know this wasn't conceptualized by a professional ad agency, but seriously, how was this idea hatched?