I was reading this article from Fortune magazine that my lovely wife pulled out for me and I realized that you might need to read it too. The concept is simple; advertisers are starting to create ads that look like content so that viewers won't fast forward past them with their DVR's. I've started noticing that TNT is doing this too with a "series within a series".
I typically will watch the commercials for brands that I want to see. Lots of movies, cars and Apple commercials are still being viewed by yours truly.
Some of the recent winners in my mind: