A new T-shirt developed in part by Ballantine's whiskey features a programmable LED screen that could bring internet video advertising to a new format.

The product, known as tshirtOS, is a white shirt that includes a 1,024-pixel screen complete with a headphone jack, and also features internet connectivity and one of the world's smallest  built-in digital cameras, AdWeek reported. An operating system run by a mobile application connects the article of clothing to the internet, allowing the wearer to program a message to appear on the screen. Additional capabilities of the tshirtOS include the ability to share songs and play music directly from iTunes, adland.tv reported.

While the shirt was designed as part of an advertising campaign by the liquor company, it could represent a new format by which brand advertisers can spread the word about their product or service.

"The ultimate goal is to create the world's first commercial digital T-shirt," according to adland.tv. "As a prototype, tshirtOS is expensive, but the more interest there is, the more accessible the price will become, so if enough people want one, tshirtOS will be produced and purchasable."

The purpose of the shirt, according to its designers, is to provide an additional way for members of this generation to express themselves creatively, adland reported.