Nesta's chief executive, Jeremy Newton, said it was an advert for what interactive education could achieve.
The decision was made by TfL that evening not to run the advert, he said.
He said the advert was used before switch over and was not used again following complaints.
The campaign is being delivered through radio adverts, posters, leaflets and an advert on Facebook.
Fizzy-drink giant Coca-Cola has launched an advert addressing obesity for the first time on television.
On one level it is no more than a feature length advert for beer.
What isn't so wonderful is that this is yet another advert based on Thunderbirds.
It seems that success or failure largely depends on how the advert is executed.
The first advert to appear was for prices of MoTs at a car garage.
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Lorna Kearney, from the Jersey Women's Refuge, said she welcomed the focus of the advert.
The advert, which featured flashing images, was shown on channels including Sky, ITV and UK Gold.
In June, Conducent signed a distribution deal for advert-enabled software with Lycos, a popular Internet site.
Objectors said that by time the advert did appear, the deadline for a legal challenge had passed.
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The advert used a picture of the dead baby, along with two of the dealership's new cars.
The advert appeared in Lambeth Life - a newspaper distributed by the council - and on posters.
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Highland Council had to amend its advert for the post after efforts to fill it were unsuccessful.
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The advert contained a statement signed by the bank's chief executive Adam Applegarth designed to reassure savers.
After seeing a Virtual Presence TV advert for British Nuclear Fuels they decided to convert to virtual reality.
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Even by the low bar of American politics the advert "King of Bain" attacking Romney is harsh.
When your friend "likes" Wiggins Widgets' new TV advert, that is likely to pop up in your newsfeed.
Gun control is a particular issue in the 13 states being targeted by the television advert this week.
Ofcom revealed the advert had been cleared for broadcast by Clearcast, which examines scripts before they are aired.
The X Factor, he says, is a "karaoke colosseum" which is actually an advert "for one record label".
You'll need a simcard to go in it - and the advert pointedly says it does not do 3G.
The Virgin Mobile advert read "I will happily donate my kidneys whilst still alive", alongside a box to tick.
The advert, showing three women bound and gagged in the boot of a Ford Figo, appeared on a website.
What is wonderful about the advert is the care obviously taken over it.
She said the centre posted a small advert on its website on Monday.
Joy Rossiter, 51, was one of the extras who took part in the film after replying to an advert.
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Argentine journalist Celina Andreassi agreed and says the Sun's advert was quite provocative.
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