Fab Ad: Dolce & Gabbana Cruise '09

Doesn't this happen to you all the time — you're lounging around a beach in a ball gown? OK, chances are it doesn't, but it has happened to Dolce & Gabbana's Cruise 2009 models Claudia Schiffer, Catherine McNeil, and Maryna Linchuk. While overly baked beach-goers fry in the sun, the pale (and pissed!) models sit around in their fancy frocks and tuxedo suits. The juxtaposition of the beach and the formal pieces make this one eye-catching campaign. It caught me off guard when I first saw it. Do you think these are effective or plain silly?