While following the Open golf online on Sunday afternoon, I noticed this clever ad from Rolex, where the displayed watch is actually telling the correct time.

I usually find online ads a bit of a nuisance  — on my older computer, a page will often freeze as a result of a “slow script”, and it’s nearly always caused by an over-complicated code-heavy ad — but sometimes you have to applaud the concept and execution. Very simple, very well put together.