Few people will read these ads.
People hate read. They have not enough time.
Futhermore, titulars are not as strong to make people read.
The advertising that work have strong images and few text.
Don't you think?
This ads was posted at bus stops around London. It's boring at bus stops. People read it. And if it's a Saturday morning (or early afternoon) then you've captured exactly the right target audience.
It's just a smart long copy ad. Aimed at people with time to read. And rich Brits... I guess they have time. And the humour is dry as heck.
Anyway it tries and put 'art' in terms that people can understand and relate to.
Because very likely, the standard 'here's the Mona Lisa, please appreciate it' approach just don't cut it no more.