It's a little like fighting fire with fire..... But I do understand why people like the idea after have waded through inboxes full of SPAM for years.

I wish they had an alternative to the windows media, that dodgy format keeps freezing and blipping out on me. (Image/sound drops).

The post house Ghost in Copenhagen Denmark animated it.

Ads that are like installation art isn't completly new, actually there's been art installation ideas that later became ad campaign ideas - remember the Richard Piece vs Museum of contemporary art and Britart? - but this is admittidly, pretty darn neat. I love the surreal feel of the melted parking meter and that extra touch of hot generated by the smoke. Great attention to detail. It's cool. ;)