Poor and Better Text Samples

This is an example of an ad with poor typography.
The first problem with this ad are the two main words (BE and SEEN).  They each  have different spacing between their letters.
In fact the S and E (in the word seen) are so close that it makes it hard to read the word.  The second problem is the "decorative pattern" on the word SEEN is hard to see and very distracting.  In addition, the man in the middle is also a distraction and takes away the credibility the ad's message.  I do not find the white border around the text or numbers effective either.  Finally, the phone number seems to be associated with the logo on the right but well removed from the above message.  It almost looks like they are two separate ads.
 

The Surfwashed polo shirt ad is much better for a few reasons.  The headline word "Surfwashed" is very powerful and moves in an upward direction creating a sense of movement.  It also has line(s) that help create a flowing feeling.  Both above and below you have the words "The" and "Polo Shirt" that are placed horizontal and accentuate the Surfwashed word  movement.
The next line is also large and attention grabbing, designed to pull you in.