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The campaign, designed to boost subscriptions to The Guardian Weekly, was created by The Guardian's digital agency Tribal DDB.

The humorous banner and skyscraper ads, which launch on The Guardian's today, satirise the egocentric nature of the large US broadcasters by using three news presenters with cheesy smiles and perfectly pressed suits, the only difference between them is their coiffed hair and colour of their suits.

Matt Law, account director at Tribal DDB, said the creative aims to show the objective, global news stance of The Guardian Weekly.

"For a US audience, the strongest selling point of The Guardian Weekly is its impartiality and the international perspective of its editorial coverage. Turning these US characteristics on their heads formed the basis of of the ads' creative," he said.

Tribal DBB is using geo-targeting to focus the ads on website visitors from the US.

The campaign is running for two months and will promote The Guardian Weekly's digest of The Guardian, The Observer, Le Monde and The Washington Post.

Separately, The Guardian and Observer are launching a new pay-as-you-go digital edition, so subscribers can gain access to content from anywhere in the world.

The new digital offering gives subscribers access to the latest news and a two-week archive incorporating 13 issues of The Guardian and four issues of The Observer for £1.50 a day.

Stories will be made available over a 24-hour time frame.

The digital edition is laid out in the format as the original papers, enabling subscribers to easily navigate and search for content.

Subscribers can pay for the new service by credit card or UK mobile phone and can join up from anywhere in the world from .

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