This is an ad created by ASPCA.ORG promoting pet adoptions. This is a fine example of the interactive experiment template, specifically the activation version ( Goldenberg, Mazursky, & Solomon, 1999).
The receiver of the message is required to perform an action, i.e. peel off a strip of paper in order to receive the conveyed message, in this case opportunity for adopting a dog. As such it can be said that the ad fulfils the criteria for activation version template : it has an experiment requiring physical action and the experiment can be executed on the spot ( Goldenberg et al., 1999).
Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science, 18, 333-351.