No these press ads aren't upside down. That's how they ran. Amber Credit were a teeny client but one of my favourites. Can you imagine a large corporation allowing their ads (and their logo) to run upside down? But what stand-out! And to follow the copy, the reader had to turn the ads upside down to reveal the 'happy' image, the call to action etc. Interactive press ads long before AR came along. (See the Exo work for more upside-down trickery.)