This gem of advertising can barely be called an ad. There is no product being sold. No agenda. No persuasion of any kind. The message is simple, direct and honest. Todd Helton, a first-baseman of the Colorado Rockies, bought this print ad in the Denver Post on the last day of the regular season. The Colorado Rockies had not much to celebrate. They missed the playoffs again, and one of their fan-favourite players was retiring: Todd Helton.

Helton has been a mainstay in Colorado. His entire career has been played in the mile high state. He took out this ad to demonstrate his appreciation to his fans. What I like about this is that there is no agenda. Such a simple idea that we should see more of in our world. Sure most of these statements are made publicly in front of journalists and cameras (and Helton is no exception) but the permanence and thought of the gesture of a full-page print ad shows class and respect that Helton most definitely has for his fans.

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