• by Nina Lentini  @Nina_Lentini, December 12, 2006

As the line between programming and advertising increasingly blurs, along comes a partnership between a cable network and a gin giant to create ... a vignette? A promo?

Call it what you want--no one is using the "A" word. Still, the spots are 30 seconds long and will air in prime time and late-night dayparts until Dec. 20 on USA Network. Tony Sinclair, Tanqueray London dry gin's spokesperson/brand ambassador, will be interviewed in "Character Uncovered," an extension of the network's Characters Welcome brand.

"Tanqueray (and Tony Sinclair) is just one example of the new ways we're partnering with our advertisers, and we're pleased to work with them for our inaugural USA 'Character Uncovered' sponsorship," said USA's Chris McCumber, senior vice president, marketing and brand strategy. "Our character-centric brand gives us license to bring the characters of our partner's brands to life in unique and organic ways."

In a release, the network said the "vignettes are the first of many in the series that will include scripted action promos featuring the rich characters behind some of America's most iconic brands."

Jennifer Van Ness, vice president, marketing, gin, at Diageo NA, which owns Tanqueray, called Sinclair the "perfect character to kick off this series" because of his "refreshingly sharp personality." Tanqueray developed the Tony Sinclair character in April 2005. At the time, the company said: "A public relations campaign will further articulate the brand's personality by seeking to decipher what defines a 'social magnet' and if that trait can be learned or is genetic."