Live banner ads

+ Darryl at Brandflakesforbreakfast pointed out this neat idea from Mediafront in Norway. Copywriters monitor the websites where media placement is live and create live commentary ads through sketches and words on the changing content of the website. Crazy. It's a fantastic idea, but I don't know that I'd want to be one of the writers...And they must have had a very trusting client to let them produce ads that they didn't approve. ;)
Don't see this happening with any of my current clients for that reason. It's definitely an innovative way to be relevant. :)