I saw this new Apple ad yesterday on ESPN after reading about it from Ryan Sims. Its a campaign for the latest iPod shuffles.
Apple has taken over the ESPN homepage in the past. Their ads have successfully interacted with elements of the page, and not to mention, brought the clicks in as people have been intrigued by them. I know I was, as I had to replay them more than twice.
Here are the past ones:
iPod Touch — March 2009
Mac — “PC. Easy as 1–2 3″, April 28, 2009
PS. Apple has done this on different sites as well. Here is the one for Yahoo! Games, and another (video) for NY Times.