The interactive ads replicate a chat room dialogue box with text from a 14-year-old girl called Julie. As the user rolls the cursor over the dialogue box, they discover Julie is really a 35-year-old-plus male.
Eamonn Store, the client services and media director at Profero, said: "This campaign goes to prove that it's not the formats that should be in question - it's the work that appears in them."
Profero has also developed ads that incorporate the streaming of sound files and "talking
pop-ups, as well as a game that asks players to identify the genuine chat room user through a series of questions.
The parents' campaign was planned with two ISPs - MSN and Yahoo! - enabling the ads to hit users at their point of entry to the internet. The children's targeted campaign is aimed at 14-to-16-year-olds on teen sites and chat rooms such as Worldpop, MyKindaplace, Habbo Hotel, Bolt and Teenfront.
The online media planning and buying is by Profero. The ads were written by Chris Baylis and designed by Jon Sykes and Paul Beacham.