This works on so many levels.
It’s eye-catching and intriguing. It’s specifically Canadian even if it’s for a US company (Nordstrom). It’s a pun that works in French and English.
This image is of Harjas Singh, a fashion stylist and consultant (#sikhstyle), and presumably his daughter. He’s “one of 13 Canadians, models and inspiring non-models — representing various ages, races, religions, sexes and sizes, meant to celebrate locals’ individuality and diversity.” Could have been another diversity cliche, but it isn’t.
It’s set on transit in a way that reinforces that theme: the bus is a place for everyone.
I notice that Kit and Ace are also using a Sikh model stylishly riding a bike to advertise their clothes.