Pretty cheeky ruse to reel in potential birdwatchers. The UK's SIS placed this innocuous, logo-less essay, full-page, in papers such as the Sunday Times and The Week. The idea is wonderful, though the copy is a bit stale. (To be expected whenever a government organization is involved in creative work. The ending is excellent, though.) It's certainly well above the CIA's recent, staid ads (examples here and here). Ad Agency: M&C Saatchi.