The ad makes the reader fill in the gap in a word and uses the fact that most people

will think of the

more dirty meaning out of the possibilities to tell you to stop being so dirty. E.g. cleaning yourself,
with their brand of physical cleaning products. The ad is also meant to be funny which can make
people favour that as it is more creative. So it makes use of a lot of pathos by playing in on people's
sense of humour. The implication that your dirty mind equates to you being dirty and needing
shampoo is smart.