Another rule-breaker and rule-prover. Advertisers who 1) cut off their models’ precious bodily parts (like the top of their heads) run a considerable risk of reader abandonment; and 2) place copy against a photograph or other variably shaded background tend to discourage readership of copy. Burt’s Bees does both. So why is the ad so engaging? As with so many ads featured here, it clearly suggests a product benefit in the headline and then expands on that headline in the copy. Magazine readers will overcome a great many visual obstacles to gain an answer to their most pressing question: “What’s in it for me?” AdAge: best performing print ads