Blowing hard onto the words 'The Competition' as they appear on Yahoo business and finance pages causes them to disappear and be replaced by 'The Economist'. The tag line is 'blowing the competition away'.
The interactive ad is built on existing flash technology adapted to allow a computer's microphone to pick up the sound of someone blowing.
Robert Doswell of Redcard, project director for The Economist, said the ad was the latest phase in interactive technology.
"The idea is purely to catch attention and for people to talk about it," he said.
"Once it's done that, then it's going to get them interested in clicking through to The Economist pages."
Ogilvy & Mather developed the interactive advertisement; Redcard is the agency's ideas arm.