ITV seem to be trying to make people notice their programmes a bit more.
I like their latest outing - caught it on the front page of the Guardian:
It's quite rare to see people being brave with online advertising. There seems to be tendency for clients to sit behind the creatives with a whip shouting "More Flashing! More Text! Why doesn't it say 'click here!'" Glad to see someone's experimenting to see if intrigue can drive some interest to the site.
Obviously it has been tried before, but there's a good whack of investment behind it - homepage of the Guardian is not cheap.