Back in the sixties a one-hour television show unfolded over fifty-one minutes, excluding advertising. Thanks to commercial creep, today that same hour show can only linger for forty-four minutes. In parallel, TiVo and its DVR offspring have made the commercial interruption – however long - optional. Coupled with media fragmentation and the continued migration of ad dollars from television to the Internet, many are filing obituaries for the commercial. But to paraphrase Mark Twain, the reports of the death of the 30-second spot are greatly exaggerated. That is, if Firebrand has its say.