With four seasons under its belt, it would be hard to refer to Sundance Channel's Iconoclasts as a great new show, but that's exactly what it seems every time it comes on.

Executive Producer Robert Redford brings together two talented people from similar and not-so-similar fields to let them explore each other's lives on their own in an unrehearsed environment. It's brilliant, insightful, and gives a rare glimpse into the world of people who are fascinating and curious about how others have achieved success in their lives and how they've defined it.

Among the best so far are the pairings of Christiane Amanpour + Renee Zellweger, Mario Batali + Michael Stipe, Eddie Vedder + Laird Hamilton, Howard Shultz + Norman Lear, Sean Penn + Jon Krakaur, and Desmond Tutu + Richard Branson.

But what makes the show particularly interesting is the driving force behind its development and production. Iconoclasts is actually a production of @radical.media, which in old days would define itself as an advertising agency, and is co-produced by Grey Goose Entertainment. Yes, the same Grey Goose that makes that tonic and lime taste so nice.

If you want a glimpse into the future of brand promotion and marketing, this is it. As described on the site, Grey Goose Entertainment is "dedicated to producing original and unique content or television, music and film. Each innovative project reflects the spirit of Grey Goose Vodka and celebrates the interests of the consumer."

Sure, brands have sponsored shows in the past and being involved with production of content isn't entirely new. But with Iconoclasts, Grey Goose has avoided jamming the product into any part of the show. Desmond Tutu doesn't down five vodka martinis as he's talking to Richard Branson, and you won't find Madeline Albright discussing her foreign policy dilemmas in front of a neon Grey Goose sign wearing a branded hoodie sweatshirt. Other than a brief one-spot break in the action, the product is non-existent.

What the show does lend to Grey Goose is the ability to associate the brand with high-quality everything. That and the platform to wrap its brand around the promotion of the show, from film festival events to PR.

As consumers are bombarded more and more with shouting, huckster-type advertising, the old avenues begin to lose interest to anyone other than those seeking out the specific product or service at that moment in time. Branded content is a way to introduce consumers to these things, position them, and keep products like Grey Goose top of mind when a shopper is browsing the aisles of a liquor store. When an association between the product and content like Iconoclasts is established, it reinforces the type of vodka they are striving to be known for, and builds a truly unique identity.

Certainly, Grey Goose has to do traditional advertising, but being a part of projects like Iconoclasts creates a higher level of identification with their brand position. A great interview with Monsell Darville, VP-Group Director, Grey Goose Entertainment can be found here.

Iconoclasts and the pairing of @radical.media and Grey Goose represent a taste of what's to come in advertising. In many ways it's already here, though ... so-called "agencies" and products developing not just the message, but the medium that provides a platform for promotion. Done well, the consumer seeks out these types of collaborations for the value of the content content and in doing so, builds a relationship with the brand. This exchange of value creates a powerful brand association between consumer and product that is hard to re-create in more traditional advertising channels.

Possibly. And maybe not through the type of thing you'd expect.

For all the negative press that reality shows and the surrounding commercialization of these supposed 'real-life' stories get, it's interesting to see how these shows are viewed in other parts of the world.

And with that ... this: