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Television commercials for the first time were nominated for an Emmy award Thursday, as TV ads make the leap from program interruptions to entertainment.
The five commercials competing for an Emmy have among them the elements of prime-time programs: costly special effects, pop music and social commentary.
"They say a great ad is like a 30-second movie," said David Verklin, general manager of Hal Riney & Partners of San Francisco, whose spot for the General Motors EV-1 is among the five nominees.
In that spot, produced by Industrial Light & Magic of San Rafael, Calif., an assortment of household appliances comes to life and greets GM's electric car. The commercial, which...