Unilever food brands Colman's and Olivio spread will feature in the first interactive commercials to be broadcast on Britain's ITV network. The airings begin on March 1 and run for ten days

Jointly created by Ogilvy & Mather and Carlton Communications’ interactive division, Carlton Active, the ads will also run on ITV’s analogue channels minus the interactive content. They form part of Unilever's strategy to extend its interactive TV brand portal, Creative Kitchen.

Using the ITV-owned ONdigital platform, the ads feature a strapline telling viewers there is more content available if they press the red button on their remote control. Then, explains Carlton Active chief executive Jane Marshall: “The broadcast stream will shrink to a box that fills a quarter of the screen, and the rest of the space will be dedicated to interactive content."

Says Richard Baker, head of interactive TV at Unilever’s media buying shop Initiative Media: “Unilever is prepared to invest in learning new techniques in a medium that has reinvented itself in new-media's clothes."

News Source: CampaignLive (UK)