I admit, it took me a full day as to why the Open University ad seemed familiar. A young man and a young woman, with perfect teeth and smile, looking upwards for a glorious future. Wait, I had seen that before, countless times in propaganda posters! First the backstory, in 1938 Maurice Thorez then head of the French communist party uses the sentence "les lendemains qui chantent" - the singing days after - where a bright future awaits the working class. And here we are, just look at the picture in the ad (fine 100% equivalence etc...) but if you look at the photo used this IS propaganda.