Are Retro Style in Program Ad's DVR/TiVo Proof? Garmin, NBC and Leno Think So

For the first time since 1995 The Tonight Show and Jay Leno will feature an in-programming commercial. Yes, I said commercial and not endorsement, product placement or even promotion but an actual advertisement. According to an article in the Wall Street Journal, "NBC's decision to try the live Garmin spot comes as networks are casting about for ways to keep viewers watching commercials, in a time when digital video recorders such as TiVo allow viewers to speed through ads while watching a program they've recorded earlier." Ted Garner, the media relations manager at Garmin International said they're simply looking for "a way to Tivo-proof" their television marketing efforts. This type of marketing was very prominent during the early days of radio in the 30's and 40's and even had it's place on television during the 50's and 60's; however it has long since been replaced with the 30 second overloads we've been getting for the past 30 years. Here's a classic example of some in programming commercials offered up by Fred and Barney. The Garmin skit is set to air just before the second commercial break and will lead into an actual commercial to immediately follow. Personally, I think it's a great idea, but is it a "one hit wonder?" Are we ready to once again accept this type of blatant promotion during programming hours? my guess is probably not. While there's a lot of buzz in the online community about tonight, my guess is that it won't sit well with unsuspecting viewers. NBC and Garmin may "TiVo-proof" their ad's but it may be "TV-Off" for viewers?