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Denmark's Lego Group is launching a interactive-TV spot, featuring an e-commerce element, in the U.S., Denmark, France, Portugal, Spain and the U.K. The 30-second commercial from Ammirati Puris Lintas and APL Digital, New York, uses dancing droids under a disco ball to show the range of possibilities that Lego robotic sets offer. The limited number of people who have WebTV also will see a letter "i" appear on the right-hand corner of the screen, indicating the ad is interactive. If viewers push the "Go" button on their WebTV remote, the video image is resized into a smaller screen and surrounded by interactive "tiles" enabling the viewer to buy a "Star Wars"-theme Droid Development Kit directly
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