When I started dating the guy who would become my husband, I had no clue what a researcher did. He said he was working on writing an article, and being the journalist I am I offered to help him. Since I had written hundreds of articles I thought I knew how to pull this one through.
Today I have a more correct understanding of the daily life of a researcher, even though I will probably never fully grasp the content of the articles my husband writes.
So I understand that it can be hard for an ad agency to come up with something that attracts people to become researchers. But did they really had to fail this drastically? Let us see if they try to save their face by follow up with an campaign on how hard it is for female researchers to get funding from the European government. Oh, wait, that would not benefit the idea of inspiring young females to become scientists, would it?