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Adidas wins over digital viewers with iTV campaign

Adidas is believed to be on the verge of launching the biggest interactive TV campaign the UK has ever seen.

Using digital imaging to place Muhammad Ali and daughter Laila in the boxing ring together, the ad aims to build on the success of last year's David Beckham and Jonny Wilkinson campaign, where digital satellite viewers had access to additional footage of the two practising together.

This latest campaign is currently running in the US, but without the interactive enhancements.

While details of the commercial's exact content are yet to be confirmed, the ad is expected to break in the UK in early March and, if the US version is anything to go by, will feature 20 other world-famous athletes, including David Beckham.

The Adidas campaign is set to further extend the boundaries of interactive advertising, coming only months after Virgin Mobile tested bandwidth limits with a Sky News-style eight-screen application during its £5m Busta Rhymes commercial.

Volvo's 'Mystery of Dalaro' ad also represents a significant step forwards, being supported by an eight-minute documentary accessible via the red button or over the Internet.

Meanwhile, momentum continues to gather behind Consortium4Tv, the cluster of i-ad-dedicated brands put together by iTV agency Zip Television this month.

The UK is currently the most advanced digital TV market in Europe and this latest development provides a further push for an industry already showing promising signs of rapid expansion.

Sources: New Media Age

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