You know those "brought to you by" commercials that appear at the start and end of a particular TV show or movie ad break?
Yeah, just saw one of those for Isamaa - Res Publica Liit. They're sponsoring Prime, a movie about a middle-aged woman, her very young lover and his very Jewish mother, who also happens to be the woman's therapist.
I think the implication is that IRL is the family values party - "happiness is not about money" and all that. I'm not sure if they're correctly identifying their target audience though. This is a movie that appeals to late-20s/30s professional women who have no time for a love life and feel bad about it.
Anyway, the silly season is obviously under full throttle now.