Almost every form of media can be a social object. Television commercials are actually social objects. The best of them gain so much “buzz” and “talk value” that they enter into the vocabulary of every day life. Now that TV is itself a digital medium, we can add commercials to the arsenal.
Quick sidebar: My son queued up a recent episode of Modern Family on Hulu yesterday (the one in which the dad gets an iPad for his birthday), and the ad unit was an advergame. Surely this is foreshadowing of innovations to come on conventional television.