Simon Barnes, the copywriter

The product: Monty Panesar
The plug: Hero worship
The ad, http://www.timesonline.co.uk/article/0,,426-2307795,00.html
The copy test: "And he has done so without gimmicks, without schmoozing the media, without seeking attention, without playing the character. He has given us talent, nerve, decency, modesty, quiet confidence, a diffident charm, an ability to cope with adversity, a desire to improve, a taste for hard work, a loyalty to the values of his upbringing, a relish for the cut and thrust of his sport, a delight in the privilege of playing at the highest level, a willingness and an ability to learn, handsome looks and a classic, stately bowling action that is almost as beautiful as his beard." The verdict: Sold