Branded entertainment about branded entertainment

Via Commercial Alert, here is an article from Ad Age about something called “The Style Series, presented by Diet Coke.” Sounds like yet another example of “branded entertainment” — ho hum! — with the mild but lately run-of-the-mill twist that “the first event streamed live via the internet, outdoor electronic billboards and mobile phones.” Ooooh! Post-television! Whatever.

Anyway, here’s the thing that caught my attention: The debut episode includes “the exclusive premiere of Rihanna’s new e-film for Gucci.”

So, let’s just get this straight. One of the featured guests on the branded entertainment post-TV program was there to tell us about her latest post-TV branded-entertainment deal?

Maybe there’s a clue in here of what Leno’s new show ought to be, or what the future of talk shows in general might look like: How about a branded show that is exclusively devoted to the touting and discussion of the latest exciting new developments in branded entertainment? Instead of stars flacking their new movies, they’ll simply discuss their latest endorsements. Indie directors will premiere the latest commercial work they’re doing to pay the bills. Reality-show stars will talk about products placed in whatever series has made them “famous.” And so on.

Very exciting to live in the “post-advertising era,” no?