The interactive ads will appear during commercial breaks on ITV, Channel 4, E4 and Sky One and will ask digital viewers to press the red button to gain exclusive footage of hit Living TV shows and interviews with cast members.
The ads will last between 30 and 60 seconds and will run for three weeks from today.
Besides lesbian drama 'The L Word' and the gay sitcom 'Will and Grace', hit Living TV series 'Boston Legal' starring James Spader and William Shatner will gain exposure from the ads.
Paul Hancock, Flextech's head of brand planning and communications, said: "I-ads are an ideal vehicle for us to extend the showcasing of this content and help viewers better understand the primetime gravitas of the channel."
Digital communication agency Weapon 7 provided technical and design advice while Flextech Creative Service produced the content.
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