Banner ads, just like all other forms of advertising have a tough time breaking through the clutter. Yes, you have your flash banners that try to be different but generally one gets the feeling that its been seen before. Here is an online effort from Zippo that truly breaks the clutter. See the demo here. Essentially, a vertical banner has been broken into two halves. The top half is a ‘fake’ ad in which the character reacts to the flame from the Zippo ad, down below.
Some more cool online ads are here.