virtual advertisements

This reminds me of the scene in Virtual Light:

He said he couldn't tell the difference anymore between the 'programs' and the 'commercials,' whatever that meant.

I was checking to see how my Atom feed (site syndication feed) looks in Kinja, when I noted Nike's new series of advertisements short films. Are these on the air in the US, or is this like the American Express "Adventures of Jerry Seinfeld and Superman," where the entire presence of the campaign is web-based? If this reaches a significant enough market, no wonder radio and broadcast TV stations are soiling themselves over the future of advertising...