Washington: Software giant Microsoft has announced Kinect enabled adverts for its Xbox 360, according to a report.
The firm announced that adverts, which allow the viewer to interact and control the experience using their bodies and voices, will make their debut this year in the US.
The Kinect accessory contains a camera, which 'reads' a user's movements and inserts them into a video game and soon an advert.
"You are the controller" is the accessory's slogan.
The device allows people to take up bowling, tennis and much more, simply by standing in front of their TV screens.
According to The Telegraph, Microsoft says that the adverts, dubbed 'NUads', will "reinvent television advertising."
It is, however, unclear as to when the adverts will begin airing via Xbox Live, Microsoft's entertainment hub, in the UK.
Viewers of the Kinect-enabled adverts will be able to choose what part of the advert they want to see using the motion or voice control.
And the brand in question will be able to collect data about the viewer based on the choices individuals have made.
Microsoft released a sneak peak of the first NUads via YouTube earlier this week.