To launch a new deodorant in Uruguay, the Lowe Ginkgo agency in Montevideo created an ad of such genius, even Bill Hicks would be impressed.
You open up a magazine, browse as normal, flickering through the ads as you do until you come across a quite simply gorgeous blonde with blank white spaces around her naughty bits. (click on image for full size).
You frustratingly look around the ad for an explanation and read:
To complete this ad send AXE to 2345 after 9 pm.
The moment the text is received, an MMS is sent to your mobile with the rest of the ad. Placed over the page, which of course you would do, suddenly makes you and the ad feel complete. Like I said, genius.