The concept here is that the user actually "preforms" the Mechanism of Action (MOA) for this product. This ad was targeted to health care professionals (with a base understanding of the drug's performace).

Move your mouse into the banner, and the Avandia pill will "stick" to your mouse; then move your mouse (and the pill) to the bottom right of the banner to trigger the MOA.

Click here to RESET the banner.

Click here to see the final version of this ad, and the full Avandia Web Advertising Campaign