Anglo-Dutch consumer products giant Unilever is to run TV adverts on the Internet to assess the viability of home PCs to advertise its products. Digital versions of TV ads for Salon Selectives hair-care products will be run in May. If successful the campaign will be extended to include Lipton tea and Calvin Klein perfumes and cosmetics.

The initiative is viewed very much as a trial, as observers are sceptical about the medium for this kind of campaign “I can’t see anyone clicking on a TV ad to get more information,” commented Dan Rank, managing partner in the TV group OMD.