So there's in-show integration and then there’s talent led TVCs. There’s a lot of both.
Sometimes it works, sometimes it doesn’t. Most of the time it’s wallpaper.
But this little piece from Glee and Chevrolet shows how much powerful it is when you join the two together.
The creation of the Chevy TVC is woven seamlessly into the Glee script and then the TVC appears in the ad break.