The 2 hr long commerical... is it really possible?

Adrants reports that the Ad agency Crispin Porter and Bogusky are testing the limits with their new idea on how to promote Burger King. They are creating a movie and scripting it to take place in a Burger King restaurant. If this movie is a success, it won't be long before agencies everywhere transform into film producers.

Of course movies have been centered around food joints before, take Harold and Kumar go to White Castle for example. However, never before as an actual ad agency decided that they were going to take matters into their own hands and create a movie to promote their product themselves.

I am curious to see how this movie turns out, especially since agencies are so used to creating the 30 sec commerical and now they will be dealing with a much lengther time period. They are going to have to be extremely clever because no one will want to watch the movie if it feels like a 2 hour long ad.

Another thing to consider is if will they place other products in the movie, mainly clients they deal with, or will everything and anything be about Burger King?