New Dulux ad...come join us!

Advertising has taken on a new level it seems where the viewer is part of the advert not only through visiting the website shown on the tv advert but by being asked to come back in the next ad break for the result of the advert! This was demonstrated today with the latest dulux advert during dancing on ice where as a viewer I was told 'Join us after dancing on ice to see the results!'. This definately gave the advert a personal feel as though it seemed it was talking directly at me, is this the way forward in advertising?