The system is launching in a new campaign for the homeless charity Depaul Trust.
The service, Video On Demand Kind of Advertising, uses a broadband video-on-demand technology to allow viewers to make their narrative choices using their remote control. If the user does nothing a default route is selected for them.
The two-minute ad launches on 16 August on the interactive TV service from Kingston Communications, KIT. Media is handled by interactive@optimedia, and the spot will air in various donated ad breaks on KIT and during Inspector Morse.
The technology also means that viewers can press a button at the end of the ad to enter a microsite where they can donate money. Any donated sum is added to the viewer's monthly bill in the same way as that of a pay-per-view film.
Directed by Jake Scott at RSA, the ad focuses on a teenager called Paul, who comes from an average family and stands up to his stepfather beating his mother. All the events in the film are based on the lives of other young people helped by the Depaul Trust.
Phil Nunn, the executive director at interactive@optimedia, said: "TV is now truly in the control of the viewer. They choose the storyline; they choose how involved they want to be."
The campaign was written and art directed by Joanna Perry and Damon Troth.