Advertising as content, content as advertising, branded programming, the commercial quick-flick. Whatever you want to call it, advertisers are continuing to look beyond the 30-second commercial and we wait with bated breath to see the latest offering from BMW Films, launching in October.

In this month's Campaign Screen, we look at who else is taking the driving seat when it comes to innovative use of media. The US still seems to be leading the field, partly as a result of more relaxed regulations. Plans are underway there for a mainstream show in which content is built around advertiser prizes. Not surprisingly, brands have been falling over each other to take part. In the UK, even a less in-your-face version in which the audience were poised to win the products advertised in the commercial breaks, ran into trouble with the ITC.

Then there's the moral debate about such approaches misleading consumers, and surprisingly this also comes from within the industry itself. During his presidency at the Cannes Lions, Jeff Goodby argued against the use of product placement and the more sneaky "plot placement", saying that advertising should be clearly labelled as such.

His agency, Goodby Silverstein is also hitting the headlines at the moment on an entirely different note. Its brilliant ad for Saturn opens this issue and is one of the most beautiful, understated and moving car commercials we've seen in a long time. It's bound to clean up at awards ceremonies worldwide. Another ad on this issue which breaks the cliches of its category is for Nestle. An impressive mini-movie that again, is a surefire award winner. You saw them here first.


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