Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
not really all that new, i've even seen it on TV. it is a pretty cool ad though.

edit: if you mean how it moves the options bar on the website (rather than content) then in that sense its new, i didn't even notice that he first time i watched it, i was focusing on the content. Nice find
 
cool how it uses espn.com's buttons and toolbars. I think there was one like that on yahoo a few months back.
 
Register on MacRumors! This sidebar will go away, and you'll see fewer ads.