For more than a year we have been seeing the Adwords product listing beta in US ads but these are now appearing for UK advertisers on a variety of searches.
The benefit is the image format, price and link through to landing page clearly standing out on the search results page.
However I have noted some clever use of the ad format.
On Facebook advertising, research has shown that adding borders to image thumbnails on ASUs improves CTR.
This advertiser appears to be using this piece of info and applying to Product Listing Beta.
The bright green border makes the ad significantly stand out, as colourful and bright and eye-catching. I would imagine the ad is performing well and recommend product listing ad users to do the same whilst Google allows it (I think Google will stop advertisers from taking advantage of the format in this way eventually as it probably distracts from their focus on user experience and is a bit gimmicky).