via @bmorrissey

This is contextually relevant, but there’s no chance it was intentional.  Obviously his main point is that “in-stream” units that appear more like the actual content both from a design and copy standpoint are apt to be more successful.  I agree with that point, but the only reason this particular execution stands out is because it’s randomly contextually relevant.

Most examples of the “in-stream” unit that you’ll find on Gawker will be like this execution from Pepsi: completely unrelated to the actual content people are there to see outside of conforming to the basic design of the blog.