The real thing?

Ads with the actual product included seem to becoming a trend lately - as far as I know started by Unicharm with the ads for their 3D facemask Chourittai in 2003, which included the actual facemask in the train advert to show that its superior shape fits to the wearer's face. This photo is an ad for Meiji chocolate, containing the product package securely taped to the subway window.