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Nestea Iced Tea, famous for its commercials in which people "take the plunge" by falling backwards into a pool of water, is taking the idea of media innovation and integration to the next step in this summer ad campaign by Lowe Roche, Toronto. The TV spot follows one guy's failed attempt to refresh himself with snowballs fired out of a tennis ball launcher, only to be rescued by a parachuting bottle of Nestea. However, hidden in the spot, savvy consumers will notice the web address, plungeandplay.com. Those who spot the address and visit the website are rewarded with an extended version of the commercial, and a videogame that is designed to extend the commercial even further by putting the consumers in the director's seat, and giving them control of the spot.