So far as I know, Sony is the first to add interactive "alternate endings" to a major broadcast commercial. Of course, only DVR users who are replaying the commercial can access extra footage. Sony is supposedly putting $12 million of media behind this commercial spot, so we should get a chance to see how it works!

WSJ.com: Sony Tries to Lure DVR Ad-Skippers, 2006-Sep-20, by Suzanne Vranica

Sony hopes that ad-zappers, who usually have to pay close attention to what’s on screen to avoid overshooting when the program resumes, will be intrigued enough by the buttons appearing on the screen to stop.