Procter and Gamble is testing the water for interactive TV advertising with a new campaign on Sky in the UK, after pulling out of the Zip Television advertising consortium.

The interactive commercial for a new Flash Car Wash product has been designed by Ape TV and built by Sky Interactive.

Running for around two months, the interactive advertisement will provide a product demonstration with a competition to win a trip to the World Rally Championship.

In addition to being launched through the red button during broadcast spots, the interactive advertisement will also be accessible through the Sky Active portal, an indication of how interactive services are developing commercial models, and an added dimension that perhaps Zip Television could possibly not offer.

“P&G always seeks to add value to our consumers through our brands,” said Emma Jenkins, P&G’s head of interactive marketing. “Interactive television provides consumers with a deeper and more enriching experience during which time they can interact with the brand for several minutes. This new advertisement marks a further investment to trial iTV and understand more about this medium.”

Will Harding of Sky Interactive said “it is a demonstration of how iTV can be part of the mainstream marketing mix and an endorsement from one of the world’s leading advertisers for this fast-growing medium.”