I was doing a search for a Dynamo LED Flashlight and was presented 3 ads–
Sierratradingpost.com has done something incredibly clever here. They know, that we know, PPC ads are very ‘salesy’. So Sierratradingpost.com is using customer Ann’s review of their LED dynamo flashlight to make their ad stand out. And it worked. When I clicked the ad I was shown this landing page–
Note: I would have selected a stronger review for this ad, but the concept is brilliant.