[Bizarre]

I don't know. I agree that the people in that advert are pretentious tools but I think news generally seems to be easy-access tabloid rubbish or intellectual that you usually have to make a conscious effort to read and appreciate.

In England there are the terrible newspapers such as The Sun and The Daily Mail and then there are the higher quality ones like The Guardian and The Independent. The former are easy to read, have eyecatching headlines and give away free stuff almost every day. The latter are easy to dismiss because they don't appear interesting on a most basic level. I guess if you want people to read quality journalism there has to be a level of aspiration in the marketing. The general public aren't going to magically become interested in real news and I'd rather see this than a quality newspaper lower themselves to appeal to the common dunce.

That said, that particular advert totally lacks subtlety and is just badly made.