Infiniti's feature-length ad

Infiniti's New 30-Minute Ad Is Not An Infomercial, says Infiniti, at least. It's a design piece with philosophical thought from leading African-American creative talents that ends with a focuts on its automobiles. What made this interesting: the program ran on BET twice during Black History Month, and the program will receive follow-up advertising support in March.

Somehow, BET found it appropriate not to label the piece as paid programming, even though it is. The fact that it's not a "hard sell" allowed the automaker to get away with a half-hour of advertorial that does not alert the viewer to its nature. Expect to see more permutations of this if Infiniti sees positive results.