A Scion ad, now playing
on Firebrand

Attempts to turn commercials themselves into content follow assumptions about a consumer that not only consumes by merit of ads, but consumes ads as products themselves.

This makes the consumer into a kind of advertising tastemaker, or epicure, of corporate messages.

With perhaps this prototype in mind, Firebrand — an online distribution platform for commercials — has gone beta.

Investors include Microsoft, NBCU and GE's Peacock Equity Fund. According to Adrants, which doubts the possibility of Firebrand's success, the model "won't go out without a fight."