Panasonic is launching what it claims is the world's most advanced interactive TV advertising campaign.

The campaign, which has been designed by Open's in-house design team, will run for four weeks from 19 October to 15 November.

A series of 30-second ads for Panasonic's range of vacuum cleaners will enable subscribers to Sky Digital (available in nearly 4m homes in the UK) to buy Panasonic's icon vacuum cleaners using their TV.

If already registered with Open, then viewers will be able to enter their access code. A blue button on the TV screen will take the purchaser to the Argos or Comet shop area. Delivery of the goods is then made direct to the purchaser's door.

Cyril Wood, managing director of Panasonic Consumer Electronics UK, said: "We expect to learn a great deal from interactive advertising and believe customers and advertisers will appreciate the sophisticated possibilities offered by this new medium.

"With Interactive TV services on digital broadcasting becoming more widespread throughout Europe and US, and due to start in Japan from the beginning of December, the timing is right to start exploring the real benefits of interactive TV advertising."

Media is planned and bought by Universal McCann.