That is what America's big three carmakers are doing, in addition to continuing all the regular new-model advertising they had planned before Sept. 11.

"We wanted to take it out of the box of regular advertising," Mr. Wolf said.

The spectacular will supplement Black Label's regular advertising, which has an annual budget of $3.5 million.

"Sometimes with regular advertising you're not always sure."

I recognized that political communication was light years ahead of regular advertising in terms of affecting people's behavior.

Another significant innovation was the inclusion of regular advertising.

"The idea is far more important than the execution, as it is in regular advertising."

Aside from regular advertising for films it often sports cult film quotes or other obscure messages.

By September 23, 2005, as the network's distribution increased, the network began airing regular advertising.

The agreement was cut down to regular advertising in February 2007 after a fan backlash by viewers of both shows and general criticism of the campaign.