When NBC asked me to work on the online campaign for the premiere of a new show called “Heroes”, frankly I was a little disappointed. I was hoping to get NBC’’s newly acquired Sunday Night Football, and after watching an advanced copy of the Heroes premiere episode, I was sure this would live the standard five episode life span of most TV shows in their premiere run. By the third episode I was as hopelessly hooked as the rest of the world. While I’ve worked on quite a few online campaigns, I think this represents the best of the best. Banner ads tend to be the redheaded step child of the advertising world, but rich media has potential to make advertising into additional content that readers love rather than spam. While all the standard banner sizes for this campaign are present, I also did expandables, interstitials, peelbacks, and wrappers, that add something to the user experience rather than stealing from it.