Discomfort sells

This English school called Gaba has a series of ads that each have one sullen, disinterested westerner and one morose Japanese person. A strange dymamic for a company whose selling point is friendly, one-on-one conversation.

One theory is that after you take their classes, you won't feel uncomfortable if you find yourself facing down a dour librarian or an irratable cop.

I don't know what they're getting at, but I don't think that's it.

The cowboy ad's thought bubble mentions "a quiet guy like me."

Could the western person represent the Japanese person's inner foreigner?