It took me a lo-o-o-o-o-o-ong time to 'get' this ad. Probably because if you're gonna be really clever with your headline and your barely visible background, you refer to it (or explain it) in the body copy. Of course, what else would you expect from the same advertiser who created this masterpiece, one of the longest-standing members in the jaxstuff Proofeading Clinic.