Finally able to get back to it. Thank goodness!
You have to appreciate the simple typographic identity, first of all. Sophisticated, professional, trustworthy. Secondly, the ad itself is striking. The photograph is beautifully shot, and it really tells a story, topped off with some data-oriented call-outs that feel official without being too egghead. It’s all very thoughtful and engaging.
The typographic hodge podge is bad enough. Then they’ve taken this poor woman’s face and made it look like one of those diagrams of the cuts of meat in a cow. A weak attempt at pseudo-science that looks more like butchering instructions. Yum.