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The interactive ads, which launched on the Sky digital platform in mid-April, will run for a period of one month.

Viewers are encouraged to press the red button in order to receive a DVD or brochure.

They can also watch the full two-minute version of the new Honda Cog ad, which will only be shown in its entirety a few times due to its length.

The DVD includes a full version of the ad, along with a 'making of' documentary, as well as virtual tours of the Accord. An additional one million copies will be distributed by Honda dealers and media partners.

The interactive campaign was designed by the iTV specialist Weapon7 and media planning buying was by Starcom Motive. The Cog ad, which shows an intricate chain reaction of 85 separate car parts, was created by agency Wieden+Kennedy.

Matthew Coombe, European marketing manager at Honda, explained: "The intention is to utilise the strengths of iTV to expose the two minute-long Cog creative to a wider audience.

"Honda has spent a lot of money on the two-minute ad, which was only going to be broadcast a few times. The interactive element allows viewers to jump into the dedicated advertiser location (DAL) and watch the video," pointed out Simon Smith, creative director at Weapon7.