Dumb headline

+ On the back of the March issue of Fitness is this ad for Pantene with the headline "hot as ice". What the hell does that mean? Oy.

Text below it (which is blurry in the shot I quickly snapped with my camera phone):
Get chills with the Ice Shine Collection from Pantene. The pro-vitamin formula heats up your look with 2X the shine in just one use.

And yes, that's an ice cube the model is holding to her neck. Puns a-plenty! ;)