If you watched the 63rd Primetime Emmy Awards on Fox Sunday, you might have noticed what looked like the trailer for either a film or a new TV series.
Instead, it was a short original drama called "Untitled Jersey City Project," produced by Audi in cooperation with FX. The drama will play out in eight, two-minute episodes over four Sundays during commercial time in primetime movies on FX, beginning Sept. 25. The spot on the Emmy's urged viewers to go to the website, where the project is presented as if it's a series on the network.
For FX, the effort is an opportunity to show automakers they have better ways to break through the clutter and connect with a target audience, according to Michael Brochstein, senior vice president for ad sales at FX.