We took advantage of the whole TV commercial break by "searching" the TV ads in that particular break. Before every TV ad there was a short animation where Vista was "searching" for the next ad by keywords: car, pet food, store etc. The consumer had advance information, thus becoming a more engaged viewer.

By placing short animations among TV ads we practically conquered the whole commercial break, thus resulting in much higher awareness for less money. The business results are not yet measurable since Vista also requires new hardware, but the fresh approach gathered a lot of positive feedback (blogs, YouTube etc.).