Its very very rarely that an ad inspires me to click the red button. But this one was just intriging enough.
An ad that looks like a short film scene plays on the normal ad slot, and invites you to distill it (Ie: press the red button)...
(and again to distill further)
To reference their "Triple distiled" slogan.
Its odd, but it works perfectly; and gets the message spot on. I almost dont want to spoil the result!
Even the in-interactive branding is good. The loading bar is a smirnoff shape, and the end of the interactive ad looks just like the end of a standard tv ad.
If interactive tv ads are going to take off, they will be like this. Excellent.