The first interactive TV commercials to be broadcast on ITV will air at the beginning of March. The ads are for the Unilever brands Colman's and Olivio spread.
The ads, which were created by Ogilvy & Mather and Carlton Active, will be broadcast through ONdigital, on the digital version of ITV. The analogue ITV service will carry the same commercial, but not the interactive features.
The media planning and buying was handled by Initiative, Unilever's media agency.
The interactive ads are part of Unilever's strategy to extend its Creative Kitchen brand, which is the company's interactive TV portal.
Jane Marshall, the chief executive of Carlton Active, said: 'There will be a strap in the broadcast ad telling people there is more content available should they want it.
By pressing the red button on the remote control, 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.'
Richard Baker, the head of interactive TV at Initiative, said: 'Unilever is prepared to invest in learning new techniques in a medium that has reinvented itself in new-media's clothes.'
Carlton Active launched in May last year to design and produce interactive programming and content, sales promotions and direct response advertising.
Since its launch, the company has grown from six people to a team of 35.
The two Unilever ads will launch on 1 March and will run for ten days.
Ogilvy launched an interactive TV initiative for Chicken Tonight on Open last year.
Funding for the campaign comes from Colman's pounds 2.3 million annual marketing budget, and Olivio's pounds 10 million budget.