The Lowe Ginkgo agency in Montevideo created an ad for a new deodorant to be launched in Uruguay. The ad was placed in magazines that edited the best parts, but had this message for frustrated readers:

To complete this ad send AXE to 2345 after 9 pm.

Once the server received the SMS text message it replied with a MMS picture of the model from the ad without the editing, so the best parts could now be viewed.

Absolutely genius.