This story tells the tale of a network triumph for advertising. Tonight's episode of Lost -- a show already so deeply embedded with secret signs and clues -- will feature details about the episode sprinkled within ads themselves. This is both brilliant and frightening. I can't recall wanting to watch commercials other than the annual Super Bowl but tonight I'll actually refrain from hitting the FFWD button so I don't miss anything.
Networks and marketers have been trying all sorts of ways to get DVR owners to slow down and watch. So far most innovation has been including products within shows themselves but leave it to the Lost writers to come up with a way to include the show in commercials. Thankfully, this is probably a proof-of-concept that can't be repeated often -- it must take tremendous planning to have every company with a commercial to film it featuring some tidbit from the show -- and even so, only shows with a cult-like following will keep viewers watching.
But I know I will, and I'm not too happy about that.