Advertising ads - a new trend?

Yesterday, Lexus placed an advertisement to promote a TV commercial touting their lastest SUV.  

A full-page ad was taken out in the UK papers informing readers to watch Channel 4 last night to view the commercial.

"When we are looking at something like Lexus... our media money is nowhere near the amount of our competitors," said Clive Baker, a regional account director with the advertising agency Saatchi & Saatchi. "We really want to make a noise. It's such a change for the motor industry, it's very different to what's out there."

Microsoft did a similar thing with spreading press and ads about its infomercial for the Xbox 360 that ran on MTV last month. In the age of PVRs is this a new trend?