Channel 4 Strategic Sales have created two very special, innovative ad breaks in partnership with Microsoft's new search engine, Bing. Channel 4 has invited other advertisers to take part in the break and allow Bing to run a search on them 'as live' in their commercials, creating a unique intelligent link between one advertiser on TV and another.

In the past on Channel 4 we have connected ads physically, such as in the Hewlett Packard ad, where a finger slid from one ad to another to demonstrate HP's new touch technology; or through association in a number of our themed breaks.

The breaks will appear in Come Dine With Me on the 25th April and Heston's Feast on the 27th April. The advertisers taking part in the breaks include Tesco, Sainsbury's, Moneysupermarket, Confused.com, Cadbury's, Match.com and MasterCard.

Channel 4 and Bing will introduce the breaks before a Bing advert, which will then be followed by 5 second searches demonstrating Bing's search capabilities, which will lead into brand commercials. For example, prior to Tesco's ad, Bing will be asked "Where can I get everything I need for the World Cup" -  the search will run, the links will appear and thus demonstrate that Tesco's is the place to go; the link will then be clicked on and we will roll into the Tesco ad.

David Amodio Strategic Sales Manager at Channel 4 said, "Our Strategic Sales team at Channel 4 is always looking for ways to innovate the traditional ad break and to make it work even harder. This project will not only demonstrate Bing's capabilities, but also benefit the other brands involved by giving their ad's even more relevance."

The media was planned and bought by Universal McCann (Keith Welling and Adam Morton). The Creative was produced by Duke (Joe Rider and Ben Blood) and the Client at Microsoft is Paul Davies.