It's obviously good

You need to squint to see it, but I reckon the headline on this ad is a great piece of copywriting.

But it's so bloody obvious you're probably thinking.

Well that my friends is what makes it so good.

An idea so obvious it's easy to dismiss it.

Sitting in the copywriter's bottom drawer are probably a dozen or more other headlines.

All of them perfectly good.

But none of them as simply perfect as One in a billion.