To round off our special international issue, why not grab inspiration from some of the smartest and sexiest campaigns online.

The range of content presented by this new group of online ads shows how brands and their agencies are working hard to engage viewers, and maintain their interest within their ads. It's part of an increasing trend where the ad is no longer just a way to get people to click, it's interesting enough in its own right to put a strong message across -- either by being funny, diverting or genuinely useful.

Nissan Master the Shift

Nissan's 'Master the Shift' campaign is an excellent example of just how important and versatile online video has become to brands.  The ad campaign features 'masters'such as Elite Marathoner Ryan Hall, Yoga Master Tara Stiles, Heisman Winner Eddie George and Elite Cyclist Chris Carmichael. The user can choose from a video playlist of advice and workouts in each master's specialty to become better and fitter athletes.

The content works as a mini TV programme in its own right, with location footage to practically demonstrate the advice on offer. 

Agency: Rodale
Creative: Creative Eye
Format: Expandable banner
Interactive Feature: Video playlist

http://tinyurl.com/cz-nissan-master

Powerball Shopping Spree

This ad for the Powerball Lottery in the U.S offers the viewer an opportunity to go on a 'what if' shopping spree with $25 million. The interactive game within the banner presents a range of choices -- from the relatively mundane to the bizarre and exotic -- for the user to drop into their trolley. The costs of the item are then deducted from the Powerball Lottery potential winnings.

The amount available to spend changes dynamically based on the actual Powerball winnings on a weekly basis. Users can also submit their mobile phone to receive weekly lottery updates.

Agency and Creative: Borders Perrin Norrander
Format: Polite Banner
Interactive Features: Mobile Upload, Interactive Game

http://tinyurl.com/cz-powerball-spree

BMW Spain

This ad contains an innovative ad-sharing feature in MSN Messenger. Choose 'Enviar a tus contactos de MSN' to send the ad to your MSN contacts. The result will open a chat window with the contact, asking them to confirm the communication. Once confirmed, your friend will be able to see the ad on the left of the chat window and so the discussion begins!

Agency: Netthink
Creative: Herraiz Soto
Format: Messenger Expandable Banner
Interactive Feature: Share Video

http://tinyurl.com/cz-bmw-messenger

VW Polo Curtain Pull

Pull on the hanging rope and the home page becomes a fluttering curtain that is raised to unveil the new Polo by VW. The ad wallpaper remains on the gutters of the home page for a lasting effect.

Agency: Mediacom CH
Creative: Plan.net DE
Format: PageLift

http://tinyurl.com/cz-polo-pagelift

Pringles Can Hands

The award-winning Pringles Can Hands ad is a polite banner which pokes fun at the click-through concept.  The initial image is of a man down on one knee proposing to his girlfriend – the problem he has is that she can’t put the engagement ring on her finger as she has a Pringles can stuck on her left hand.  Every time the user clicks on the ad, it refreshes with a new message – in effect the ad itself begins ‘talking’ to the viewer challenging them to keep on clicking.

This is a brilliant example of how creative can drive user interaction. Be sure to click through to the end - it just keeps getting better and better! 

Agency: Starcom -- P and G
Creative: BRIDGE Worldwide
Format: Polite Banner

http://tinyurl.com/cz-pringles-canhands

Dean Donaldson is the digital experience strategist at Eyeblaster.