Advertisement does not live in a world of 8.5 x 11

Advertisement does not live in a world of 8.5 x 11. At least, dynamic advertisement doest live in that world. Print ads and billboards are the bread and butter of the industry but it never hurts to expand your thinking.
As any advertising/marketing professional will tell you, advertisement is a huge gamble because most of your public has learned to tune you out: they are either uninterested all together, or have brand loyalty to another product/service. Your goal is to break through that wall, to reposition or to establish a position with your brand. So think about other ways your brand can interact with your consumer.

I found this ad one night while doing a late grocery run at my local H.E.B. There is a good chance you can't identify what it is you're looking at (my camera on my phone is terrible), but this is an add for laundry detergent in the spaghetti sauce aisle. The copy says "The Boss of Sauce."

I myself, have never seen this can of in-store advertisement. Displays, yes. Aisle Cappers, yes. Products situated by the checkout lane, of course. But a product being advertised outside of its respective aisle? Genius idea.
 One way to get your customer's attention and to keep it is to attach your brand with something else. Just as Oreo's has attached itself to milk. Is this particular ad feature  award-winning design and copy? Not really, but the underlying idea is a winner.