Great work from 140BBDO, Cape Town, for Mercedes. To help advertise the new Mercedes CL63 AMG they created an interactive print ad that worked with smart phones and placed it in the South African version of Car Magazine.
Mobile work by Prezence Digital
More of a great technique than a great idea. And to be honest, this technique has been done before several times over, and in much better ways: http://www.youtube.com/watch?v=9ohhf0p8CFM&feature=related