Excuse the overblown headline, but with the rush to integrate advertising and entertainment a la Madison and Vine, it had to go this way. Virgin Atlantic Airways, as noted by Stuart Elliott, the New York Times Media and Advertising columnist, has embarked on a risqué advertising gimmick using LodgeNet, the video-on-demand service in hotel chains.

The 10-minute porn look-alike flick is listed among the other adult titles, with no hint that it is a piece of adver-tainment. Of course, it is free. It was created by Miami hotshot ad agency Crispin, Porter & Bogusky.