Ben the Bodyguard
This is possibly the most unusual ad reel for a web app I've ever seen.
It explodes genre boundaries. It's an animation that is triggered by scrolling and behaves like text. It's an animation because it is a movie. It's text because you can scroll up and down, and read in reverse order. It's also text because it relies heavily on words to tell a story.
A masterful, innovative example of an interactive web application. Copywriting, graphics, and art direction blended into a dynamite of a user experience; I was glued to the screen for minutes after finding this.
See for yourself — enter the mean streets: Ben The Bodyguard.