The relationship between traditional agencies and their interactive
counterparts is still evolving and can at times be contentious.
Christian Spinillo of VideoInsider offers a critique of what's
wrong with the current obsession with repurposing TV commercials for
the web.

His message is that viewers are ready and eager to interact
online, and that simply porting TV content straight to the web misses
a  major opportunity to leverage what the channel is all about:
interaction and immediate metrics.   

He calls out Norelco Body Shaver's interactive video tour and Old Spice's When She's Hot video mixing board as a best practices in involving the user in a rich experience.

This article beautifully articulates what our business really is all about and
what TV is not.

ON: Web video killed the TV commercial via @jpenabickley