Financial Times has been releasing ads in The Economist over the last few weeks, highlighting the benefits of their search capabilities. FT recently launched Newssift, a search tool exclusively for business professionals. I am not sure if the claim of better search for business is linked to this, but it surely drives home the point.
The other ad in the series show how a search for EMU usually leads to stories about the bird and not the Economic and Monetary Union! I checked out the comparative searches and it works. Coupled with the environment it is released in, the tongue in cheek humour works very well.