I'm not so sure this is a good idea. There's a lot of pent up demand. In U.S., SR+ mostly starts deliveries this quarter, in Europe/China likely some LR pent up demand left, plus the whole SR+. RHD countries will likely see deliveries in Q3. Therefore, there's likely enough demand for 2 quarters. Anybody who sees ads now and wants to buy, may see increased wait times, which is not a good experience. It feels like these ads should start towards Q4, otherwise they may be a disservice to Tesla and customers.
On the other hand, just NY will prob. not make much difference overall, but could be evaluated on the effectiveness.