The New York Times, figuring that NYTimes.com wasn’t annoying readers enough, has launched a new interactive ad format. The system, called “Unveil,” is just that: When you drag your mouse across an ad, it changes to reveal a different image underneath. Fun!

The first advertiser taking advantage of Unveil is Sun Products. For its Wisk Deep Clean, each time you go over the ad with your cursor, an animated black light shows stains on a shirt that weren’t there before.

Denise Warren, NYTimes.com’s general manager, called Unveil an innovative way to “connect our advertisers with our highly engaged readers.” You’ll most likely describe Unveil as “Irritating distractions, dammit.”