The Martians are forcing the human to help them take over Earth. Rather than draw up plans for a big military battle, the guy is conducting a media campaign, betting that people will assume that "If it looks like an invasion, is reported like an invasion, and tastes like an invasion, it must be an invasion."
This is along the same lines of reasoning as
disguising one's resistance HQ by putting up a sign that says "This is not a secret Cardassian rebellion headquarters".
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“There must have been a point in early human history when it was actually advantageous to, when confronted with a difficult task, drop it altogether and go do something more fun, because I do that way too often for it to be anything but instinct.” -- Isto Combs