Viewers watching one of the ad breaks during Channel 4's Heston Blumenthal Christmas Feast Special, were seeing something quite new. The break opened with spot from HP about its Photosmart touchscreen printer and featuring the flicking and scrolling of images, text and pages that most of us are familiar with nowadays from our smart-phones. This creative technique was then continued throughout the break as a finger swiped the screen to move from commercial to commercial. Ads for John Lewis, Chloe, HMV, Waitrose and Guinness were linked by 2-second, flicked, interstitials from HP.

This compelling creative device has the feeling of browsing a library of A/V to self selected ads, all sitting within an HP "sponsored" break. In a nice touch, the break ends with a longer piece from Hewlett Packard, thanking the other brands for their participation.

This innovative technique was trialed in France and was launched in the UK through a collaboration between BBDO, M2M and Channel 4.

"It's becoming increasingly hard to create standout in any pioneering manner leading up to Christmas. Our relationship with Channel 4 meant we could create a truly pioneering way to showcase Touchsmart technology within the biggest pre-Christmas program for our audience. We're very excited, as this has never been done before."

Mark Hanlon, TV account director at M2M.

Congratulations to everyone involved.