Ted Ives thinks he found the perfect landing page on the back of a moving truck while driving back from New Hampshire after hiking to the top of Mt. Jackson with a Scout Troop. It's an ad for a partner of U-Haul called "eMove." He doesn't understand the relationship between the two companies, but believes the advertisement was designed by an online marketer because it looks like a paid-search landing page. He dissects the page and explains each of the elements, what's missing and why it works.