Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

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
Most Popular
In this article: