You're not looking at an online ad. Instead, this is a print ad. Innovation, baby! The print ad was featured in the January issue of Wired, and it offers more interactivity than most online ads.

The video below shows the full page execution which includes buttons you can push to change the color of the phone. The ad uses paper thin components and includes a battery, LEDs, and keyboard like button membrane to achieve its result. Digitas created the ad.

This proves print ads can be creative too, although pretty expensive. Check it out below: