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!
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[...] While it’s not present today, earlier this week, and at various times past, their homepage was adorned with a gigantic "Mac vs PC" ad that used both a banner and a skyscraper in tandem. While various people have opined on the ad content, including a much-dugg story on Gizmodo indicating that those weren’t really reviews to several posts praising the creativity of the ads to a post indicating that the ads tend to crash some browsers, I haven’t seen any commentary on with regard to the Times and other publications that ran the ad. [...]