I captured the image above while watching a new PC/Mac ad from Apple on the New York Times home page this morning.
Advertisers buy space like this in coordinated ways all the time. But for this ad, John Hodgman and Justin Long actually interact with the sign in a way that makes sense given their position under it, which seems to mean they shot the ad with the Times’ specific page design in mind.
I don’t remember seeing this kind of thing before — certainly not with such recognizable characters. Maybe it’s new; maybe Apple did it so well that I think it’s new. Either way, it’s very impressive.
UPDATE: I’ve just realized that there isn’t normally a sidebar ad in that position. Impressive anyway!