Contextual TV ads

One thing I keep wondering about TV ads is - why don't advertisers contextualize ads to the look & feel of the program they are showed in? How is it that the kings of interruption advertising are being so kind, considerate and even helpful to all us DVR'ers?....

Here's what I'm talking about:
The second the ads start, we're all over the remote control fast forwarding them as quickly as we can. The trick, as any DVR'er knows, is to hit the 'play' button at the right time - just as the show resumes. With some experience it's easy to get it right most of the time.

Which is why I wonder - Hitting the 'play' button is usually a matter of catching the look & feel of the show. So why don't advertisers try to match the look & feel of their ads to that of the show? For example, The Apprentice is all about buildings, bridges and NYC scenery in general. It's especially NYC intensive around the commercial breaks, making that the look & feel that millions of people are waiting for with their finger on the 'play' button.

An ad showing how great the new Toyota is for desert driving or on snow is simply a gift from heaven to all those DVR viewers who are FF'ing the ads. However, show that same Toyota driving in NYC streets, and you got yourself millions of people hitting the 'play' button frantically as soon as that ad starts.

Same goes for Lost (ocean or island look & feel), 24 (digital clocks and split screens), Desperate Housewives (California suburban look & feel), Simpsons (animated ads), etc.

I've yet to see an ad that's intentionally contextual. Weird... But hey - big thanks to all you advertisers, agencies and networks for being so considerate!