Dramatized Ads Weave Plot Lines Around Products

By Dena Cassella
September 30, 2009

Shows on NBC and ABC are weaving product advertisements into their plot lines.

In television's latest quest to discourage viewers from skipping ads, actors from NBC and ABC shows are appearing in character in commercials to interact with products in parallel story lines. This new kind of commercial further blurs the line between program and advertisement and comes as traditional product placements within shows, an early response to fast-forwarding, have become common.

A series of spots that debuted this week weaves Palm Inc.'s Pre phone more deeply into the story line of two prime-time dramas.

In a "mini-mystery" called "Another Desperate Housewife," an extra from ABC's "Desperate Housewives" suspects her husband is cheating after checking his Pre. A voice-over refers to Sprint's wireless data network, as the phone is offered exclusively through Sprint Nextel Corp. in the U.S.: "This ...

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