A woman at a busy train station is asked a question about the UK’s coalition government. Wanting to appear intelligent and informed, she attempts to give her view.

However, the truth is she doesn’t really have a clear or considered opinion and starts to waffle – using stalling techniques and skirting around the issue in a vague attempt to sound knowledgeable.

She fails to ‘get to the point’.

We cut to a scene elsewhere, where another person is reading the ‘i’ newspaper. She looks confident and self-assured. A voice over explains how the i enables its readers to get to the point, with balanced and easily digestible information for just 40p.