On my train into work I saw this ad I wonder what anyone's first reaction to this ad would be? I'll tell you mine. The copy and the picture do not go together. If you'd shown me sunshine, then I might think Villa Plus. If I'm looking at this ad, then I do not think Villa Plus. The poor woman is being pelted with balls like she is in some kind of Freudian nightmare, whilst some gigantic luminous satsuma is heading her way. When you read the small print, (if you get that far), you see that the villa's include table tennis. OH RIGHT! The woman actually has SO much opportunity to play table tennis that she can't even handle it and needs, not one, but two paddles to fight off the unlimited supply of balls. This turns the idea of playing table tennis at Villa Plus into a terrifying prospect. My point of this blog post is that first impressions count. I had to read that ad fully to be able to understand it, and I only read it fully because it has been ...