any rue the death of the 30-second spot but few actually devise newer, more engaging advertising formats. In the US, Two Turner networks have set the example for others to follow. The networks are offering ad-supported movie shots backed separately by MasterCard (www.mastercard.com) and Unilever (www.unilever.com). On TNT, MasterCard will be woven into a story about a high-speed adventure with a high-profile purchase using one of its credit cards. The two-minute cinematic vignette is called Late: A MasterCard Mini-Drama and will be interspersed between movies.

In addition, Unilever is also sponsoring a series of 65, two-and-a-half-minute vignettes chronicling the life and loves of a vivacious girl in her twenties. The show is called Lovebites and premieres in mid-September.... more