What you are looking at here is a) a seminaked stunning blonde in transparent lingerie, b) a great ad for the new Axe Day and Night, c) the best use of SMS technology yet, or d) all of the above.

Click image to enlarge

It is pretty simple and absolutely brilliant: To launch a new deodorant in Uruguay, the Lowe Ginkgo agency in Montevideo created an incomplete ad. The ad showed a purrty neekeed girl in a suggestive pose. It didn't, however, show any of her naughty bits. Instead, it came with blank spaces and the following text:

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

The message made a server to send a multimedia message to your cellphone with the rest of the ad, so you could admire the complete image. The Mad Men would be proud. [Direct Daily]