I remembered when I first stepped into SMU, their print ads is about the concept of "being different" by emphasizing on a close interactive learning relationship between students and lecturers (the Affirmation series is my favourite so far)- ads would show both groups of people being struck in casual informal poses suggesting a close bond to the boundaries of friendship, like a United Colors of Benetton ad.
In this case I think it's a case of nice idea, jumbled execution?