To answer that question, you have to realize why it is that marketers turn to “news style” advertisements in the first place. Today’s customers are barraged with advertising at every turn, so anything marketers can do to make themselves stand out, and make their messages more memorable, has the potential to make their businesses more profitable – even if it means interrupting a drive with “breaking news” about a fire sale or deep discounts.
So, back to the question at hand: Does it work? It can, but you have to be careful about how you present yourself and your company. While anything that’s different or innovative sets you apart, that’s not always a good thing. Customers almost always react negatively if they feel like they are being manipulated, or if you are just being cheesy, so make sure that your ads come off with a fun, tongue-in-cheek tone, rather than one that makes them think you’re trying to fool them into buying from you.